The lyrics showcase the range of cuisines and dishes available on Menulog mirroring the rise in demand for food delivery.
Australian-born food delivery brand Menulog is delivering joy once more, by enlisting Katy Perry to take on the reins of the brand’s Did Somebody Say platform.
The TVC, created by McCann London, sees a Menulog delivery courier arriving at Katy’s home, a fantastical supersized dolls house.
As the courier hands over her food we cut inside and go on a whistle stop tour of Katy’s world, complete with elaborate costumes, piano playing puppets, and a wide range of fabulous food for every occasion.
The lyrics showcase the range of cuisines and dishes available on Menulog mirroring the rise in demand for food delivery in non-traditional takeaway moments such as breakfast, lunch and mid-week.
The brand platform comprises a refreshed visual identity, updated tone of voice, and will be activated through a media strategy created by UM aimed at winning screens, hearts and streets across Just Eat Takeaway.com’s key markets.
The TVC was directed by Dave Meyers, who previously created videos for Perry’s global hits Swish Swish and Firework, the film has an authentic and playful Katy Perry feel, introducing her own vibrant and quirky feast of style.
Music and lyrics were co-created by Katy Perry, Kris Pooley, McCann London and the team responsible for the original Did Somebody Say Feat. Snoop Dogg track. The campaign was written and art-directed by Ben Buswell and Jo Griffin and shot in LA with production company Radical Media, with photography by Vijat Mohindra.
Katy Perry said: "Ordering takeaway is a regular Saturday night for me, so it was fun to channel that into a video that is a combination of the things that bring joy to my life: poppy bright colours, wild outfits, and food puns sung over a catchy tune.”
Did Somebody Say Feat. Snoop Dogg secured Just Eat Takeaway.com’s distinctive mnemonic a place in everyday language and achieved a number of industry accolades including being voted the #1 most effective brand sonic by Mark Ritson.
Simon Cheng, marketing director at Menulog said: “We really were blown away by the success of Did Somebody Say Feat. Snoop Dogg. It put the Menulog brand firmly on the cultural map, anchored the message that Menulog is the answer to all food cravings, and connected us with audiences, building brand love and consideration in a fiercely competitive sector."
“While we’re launching with a blockbuster TVC, this is a global creative brand platform running across 19 markets in 20 languages, and underpinned by a comprehensive through-the-line activation strategy."
Rob Webster and Alexei Berwitz, creative directors at McCann London said: “Marrying the worlds of Just Eat Takeaway.com and Katy Perry has been an absolute delight."
"With Katy’s global appeal we’re bringing the ‘Did Somebody Say’ platform to more markets than ever before, while her supercharged remix builds on the success of the last campaign to land another little slice of pop culture.”
The campaign will run across TV, Social and Earned. It launches in Australia during Channel Nine’s State of Origin coverage.
Credits:
Advertiser: Just Eat Takeaway
CMO Maurine Alma
VP Global Brand: Susan O’Brien
Global Head of Brand & Campaigns: Stuart Eaton
Global Principal Brand & Campaigns: Nikita Lensink
Global Senior Brand & Campaign Manager: Niall Barrow
Global Senior Brand & Campaign Project Manager: Kim Butler
Global Brand Project Manager: Georgie Maude
Global Senior Campaign Localisation Manager: Clementine Heintz
Global Campaign Localisation Manager: Jaime Bañares Olmo
Global Lead Social Media: Richard Burgess
Global Social Media Manager: Tiago de Sousa
Global Head of Brand PR Ania Bielecka
Global Lead PR Sam Bristowe
Global Head of Design: Emily Ford
Global Senior Art Director: Emma Williams
Global Creative Producer: Zara Ballantyne-Grove
Global Head of Media: Florie Roudet
Menulog Marketing Director: Simon Cheng
Menulog Head of Brand: Fiona Bateman
Menulog Brand Manager: Mark Nicholls
Menulog Head of Communications: Simone Prideaux
Menulog PR Manager: Duncan Fredericks
Menulog Social Media Manager: Perry Neilson
Creative Agency: McCann London
McCann London Co-Presidents and McCann UK CCOs: Laurence Thomson & Rob Doubal
Chief Strategy Officer: Theo Izzard-Brown
Creative Directors: Rob Webster & Alexei Berwitz
Senior Creatives: Ben Buswell & Jo Griffin
Managing Partner: Tommy Smith
Senior Account Manager: Joely Buxton Smith
Planning Director: Natalie Lau
Project Director: Steph Dix
Head of Design: Lisa Caranna
Senior Designer: Danny Elliott
Production: Craft London
Head of Integrated Production: Sophie Chapman-Andrews
Executive Producer: Amos Usiskin
Senior Producer: Gabrielle Flanagan
Producer: Jacob Gardner
Senior Implementation Director: Aurelia Aziza
Senior Implementation Manager: Alexandra Parker
Senior Print producer: Liam White
Music Supervision: Chris Graves
Business Affairs: Valerie Boyce
Senior Editor: Douglas Flockhart
Hero Casting: Talent Republic
CEO & Founder: Anne Batz
Managing Partner: Charlie Powell
Senior Account Executive: Ella Barker
Media
Handled by UM
