El Jannah is recruiting some of the internetʼs most recognisable food identities and converting them to charcoal chicken in a new campaign designed to get Aussies out of their lunchtime food ruts.
Created by independent creative agency Emotive and brought to life through Emotive Productions, the new campaign introduces ‘Who Can Resist?ʼ, an idea built around a simple premise: If the most die-hard food loyalists can be converted to El Jannah, no one can resist.
The work taps into internet lore and pop culture, casting iconic characters known for their one-track food devotion, from the ‘Por Que No Los Dos?’ girl who is torn between two types of tacos, to the Fat Pizza guys to the iconic “Sushi Carol” duo.
The campaign places them in a chaotic lunch focus group. Each arrives defined by their food identity. Each leaves converted to El Jannah.
The campaign supports the launch of El Jannahʼs Legendary Lebanese Lunch, a new national range of fresh, made-to-order charcoal chicken rolls, chips and a drin.
While the creative leans into entertainment, the product story is clear. Fresh bread. Fresh salads. Fresh chicken. Made to order. Built for lunch.
El Jannah CMO Adam Issa said: “Lunch is one of the biggest growth opportunities in front of us, and we wanted creative that matched the ambition. We briefed Emotive to make that impossible to ignore, and they came back with an idea only El Jannah could pull off, taking the most die-hard food fans in pop culture and converting them to charcoal chicken. It’s confident, it’s distinctive, and it sits exactly where we want the brand to live.”
Jess Cluff, head of earned creative at Emotive, said: “Charcoal chicken. Meme culture. And a sprinkle of nostalgia. My three favourite things in life coming together in just the most fun and entertaining way. If these guys can get out of their lunchtime food ruts, then so can you.”
Developed and produced end-to-end by Emotive, the work reflects the companyʼs model of keeping ‘idea’ and ‘making’ as one continuous process, shaping an ecosystem of social-first content designed to travel.
From hero film to cutdowns and stills, the system is built to sustain attention over time.
The campaign rolls out nationally across film, social, earned and in-store, supported by a system of content designed to drive trial and repeat behaviour across the lunch window.
Credits
Creative Agency & Production: Emotive
CEO & Founder: Simon Joyce
Executive Strategy Partner: Sebastian Revell
Strategy Director: Praveen Vaidyanathan
CCO: Gavin McLeod
Head of Earned Creative: Jessica Cluff
Business Director: Tian Skene
General Manager, Emotive Productions: Hayley-Ritz Pelling
Creative Director: Kat Topp
Director: Zane Pearson
Editor: Sam Gadsden
Producer: Michael Hollis
Post Producer: Rebecca Love-Williams
Sound Design: Electric Sheep Music
Colourist: Julien Chichignoud
Client: El Jannah
Chief Marketing Officer: Adam Issa
Brand Manager: Krystal Cook
Integrated Communications Director: Rhania Farah
Culinary Development Manager: Cindy Flores
Community Marketing Specialist: Sandesh Thapa
Graphic Design Manager: Tara Khoury
Performance Marketing Lead: Ming Yao
Senior CRM & Loyalty Manager: Mary Jane Estrada
Social Media Coordinator: Calista Tjopurtra
Media: Magic
CEO: Shahram Ghaffurian
Senior Engagement Manager: Brent Atkiins
Organic Social: alt/shift/
Managing Director: Katie Raleigh
Head of Social & Content: Damian Davitt
Social & Content Account Director: Ally Moloney
