Menulog's 'Did Somebody Say' featuring super-songstress Katy Perry is an echo of a time when jingles were a mainstay of commercials.
The TVC, created by McCann London, sees a Menulog delivery courier arriving at Perry's home, a fantastical supersized dolls house.
The commercial showcases the range of cuisines and dishes available on Menulog. This then mirrors the rise in demand for food delivery in non-traditional takeaway moments such as breakfast, lunch and mid-week.
The music and lyrics were co-created by Perry, Kris Pooley, McCann London and the team responsible for the original Did Somebody Say Featuring a Snoop Dogg track,.
Rob Webster and Alexei Berwitz, creative directors at McCann London: "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.”
Simon Cheng, marketing director at Menulog, says the strategy was to launch a global blockbuster campaign that would be live across 19 markets and available in 20 languages.
He says: "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."
Sarah Fischer Letts, head of content solutions at TotallyAwesome: "In this digital age, audiences are faced with a myriad of advertising images and videos every minute and every hour of every day.
"With such a choice-rich environment, people can simply skip and swipe through ads if they don’t capture their attention immediately. In this current environment the only way to drive cut-through and affinity is through authentic content that truly entertains.
"The Menulog campaign featuring super-songstress Katy Perry, harks back to a time when jingles were a marketing mainstay, and there is a reason why; catchy jingles are memorable and marrying a jingle-like song with a pop-culture icon blurs the line, creating a campaign that is advertainment at its best."
Fischer Letts credits the success of the campaign to Australia's love for an American celebrity.
She says: "Australians love a US celebrity, we just can’t help ourselves and Katy brings her unique, cool and over-the-top personality that transcends music.
"The Menulog ‘Did Somebody Say’ video ultimately is a catchy song, masquerading as an advertising jingle! Fans love this because Menulog has really leaned into Perry’s playful style completely, allowing her to creatively interweave food and menu options into lyrics that feel both authentic and tantalising.
"I have no-doubt this campaign is closing the gap on its food-delivery competition."
Annie Bettis, senior copywriter at Archibald Williams says the campaign is a celebration of Perry's personal brand.
She says: "This campaign really celebrates Katy Perry’s personal brand. She gets to be herself, creating something that aligns with her aesthetic and personality, which lend themselves perfectly to the Menulog brand and product.
"When we celebrate someone for who they are and support them to collaborate with brands from that space - that’s what makes these creative partnerships shine. There is a clear strategic thought behind choosing Katy in this instance and it really shows through in the final output. The language is very clever; it is immediately relevant and relatable to the consumer."
Bettis believes the success of the campaign is due to the nature of the TVC being fun, catchy and hitting home for Aussies.
She says: "It’s fun, it’s catchy, and it hits home. I mean subs in the tub after the club - who hasn’t been there? Aussies are naturally light-hearted and love a good bit of fun.
"This campaign is exactly that. Plus, I personally feel that we are collectively starting to lose faith in some services that initially dominated the market, and we’re shifting our sights back to challenger brands - especially if they are local. Menulog is Aussie-born, and they’ve really put their all into this campaign - we love to see it."
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