Menulog is officially down with the kids, having launched a new TikTok hashtag challenge #DeliveritDifferently which gives Aussies the chance to be the next big music star.
The campaign challenges local musicians and creatives to put their own spin on the company’s “Did Somebody Say” advertisement track, which was originally performed by Snoop Dogg, and has since been remixed by home-grown artists Baker Boy, Big Twisty, D’Arcy Spiller and Kirsten Salty.
Those found to be the best at laying down their own beats, lyrics, or simply banging away with kitchen utensils, will win a recording opportunity with the country’s largest independent music and entertainment company, Mushroom Group.
The prize – valued at over $25,000 – will include pre-recording mentoring, co-writing guidance, a full day of in-studio recording and A and R support.
The generous prize aims to rectify what has been a challenging 18-months for Australia’s music buffs and creatives.
The campaign was launched by local livewire hip-hop/funk collective, Big Twisty, as well as eight Aussie TikTok creators including Rory Eliza, H3rizon, Tom Cardy, and Charley.
“Our homes have become a stage during a truly difficult time in the music industry,” said Menulog head of brand, Fiona Bateman.
“We’ve seen Aussies take on the world from their bedrooms, now we want to give homegrown talent the opportunity to take it to the next level. We want to hear from all the talented Aussie artists out there #DeliverItDifferently.”
Creative partner of Connecting Plots, Dave Jansen, said Menulog’s initial Snoop Dogg-featured campaign had been such an effective mnemonic device that even school children started singing it.
“TikTok is the obvious channel to localise this platform and to help Aussies make it their own as it has brought back the fun, irreverent and ametuer-ish approach to content that spurred on the early internet.”
“We were incredibly proud to create and produce the Menulog ‘Everyone Delivers Differently’ work,” added Mushroom Creative House chief operating officer, Jess Tarpey.
“Being able to support local Australian artists after a difficult 18 months felt – and still feels – incredibly, incredibly important for us to do as a business.
“Evolving this further to bring in both TikTok artists and local consumers feels like the perfect next step. We’re looking forward to seeing where they take it.”
#DeliveritDifferently was launched today on TikTok and will run until 21 December 2021. The campaign will be supported by radio and online video
Head of Brand: Fiona Bateman
Brand Manager: Mark Nicholls
Public Relations and Communications Manager: Duncan Fredericks
Marketing Manager Social Media & Gaming: Perry Neilson
Agency: Connecting Plots
CEO / Co Founder: Tom Phillips
Creative Partner / Co Founder: Dave Jansen
Creative Director: Chris Johnson
Strategy Director: Tim Collier
Client Partner: Gemma ap Geraint
Integrated Project Director: Gemma Barr
Integrated Producer: Monica Dombrovskis
Art Director: Alexa Burchell
Copywriter: Lisa Jackson
Mushroom Creative House – Artist Liaison & Original Creative
CEO: Matt Gudinski, the Mushroom Group
COO: Jess Tarpey
Head of Advertising Creative: Darren Spiller
CCO: Tom Macdonald
Director: Brian Purnell
Editor(s): Brian Purnell and Liam Pethick
Producer(s): Alexandra Taussig, Tuesday Picken
Production Coordinator: Rachel Argall
Production Assistant (s): Daina Coxall, Jade Harbord
Music Director(s): Karl Richter and Cara McDonald
Music Producer: Jerome Farah
Sound Engineer: Mark J D’Angelo @ Backlot Studios
Artistic Director: Leah Popple
DOP Sydney: Cam Batten
DOP Melbourne: Michael Gibbs
Cinematography Consultant: Sherwin Akbarzadeh
Grade/Online: Ryan Brett @ Manimal Post
Post Producers: Kate Reynolds & Hannah Byrnand @ Manimal Post
TikTok Artist Liaison: Kirsty Kassabis
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