It has been a long time between teaser announcement and campaign, but Katy Perry has taken over the reins of Menulog’s Did Somebody Say at last. The new brand platform is about the excitement and anticipation when the idea of ordering food is suggested and was created by McCann London.
In the hero commercial, a Menulog delivery courier arrives at Katy’s home, a fantastical supersized doll’s house. As the courier hands over her food, the viewer is taken inside Katy’s world, complete with elaborate costumes, piano playing puppets, and a wide range of fabulous food for every occasion. The song lyrics show off 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 TVC was directed by star music video director, Dave Meyers, who has created videos for Perry’s global hits, Swish Swish and Firework. He has given the film 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.
Supporting the TVC, is a refreshed visual identity, updated tone of voice, and a media strategy created by UM aimed at winning screens, hearts and streets across Just Eat Takeaway.com’s key markets.
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. The latest instalment builds on the huge success and introduces the concept to more markets.
Simon Cheng, marketing director at Menulog, commented, “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. Katy Perry brings unparalleled star power and her playful nature matches ours to a tee. It’s the perfect partnership to continue building the instinctive connection between Menulog and the joy of food delivery.”
Katy Perry commented, “Working with Menulog was a really fun and natural experience. Coincidentally most of my records and eras have had food undertones to them, from strawberries, to peppermints to now mushrooms. 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.”
Rob Webster and Alexei Berwitz, creative directors at McCann London, added, “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 new global campaign will run across TV, social and earned. It launched in Australia during Channel Nine’s State of Origin coverage Wednesday, June 8.
