El Jannah is getting Aussies out of their lunchtime food ruts by recruiting some of the internet’s most recognisable food identities and converting them to charcoal chicken. And in the hands of Emotive and Emotive productions, that is launching as a surprisingly distinctive and hugely entertaining series of films. The work taps into internet lore and pop culture, casting characters known in social media 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 Sushi Carol duo.

The campaign introduces Who Can Resist?, an idea built around a simple premise. If the most die-hard food loyalists can be converted to El Jannah, no one can resist. It 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 Jannah’s Legendary Lebanese Lunch. While the creative leans into entertainment, the product story is clear. Fresh bread. Fresh salads. Fresh chicken. Made to order. Built for lunch.

The work, developed and produced end to end by Emotive, reflects the company’s 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.

Adam Issa, chief marketing officer at El Jannah, stated, “Lunch is one of the biggest growth opportunities in front of us, and we wanted creative that matched the ambition. The Legendary Lebanese Lunch brings together everything El Jannah is known for; honest value, fresh real food, and Lebanese flavours that have built this brand over 28 years. 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, added, “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.” 

The campaign is running Australia-wide 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 TjopurtraMedia: 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