AUCKLAND, Today: California Gurls’ Katy Perry is fronting a NZ campaign for Menulog, as the food delivery company ramps upbrand visibility in the competitive NZ market.
The multi-channel campaign is live across TV, radio, digital, out-of-home and social media, and sees sees the pop sensation create her own take on Menulog’s Did Somebody Say track made famous by Snoop Dogg a few years ago.
Sydney-based Menulog AUNZ MD Morten Belling said: “Katy Perry brings unparalleled star power and her playful personality is an ideal match for the brand.
“It’s the perfect partnership as we continue building that instinctive connection between Menulog and the joy of food delivery.”
Belling said Menulog welcomed increased competition in the New Zealand market which was good news for consumer choice.
“While we are the most established player in New Zealand, we’re not resting on our laurels and we are reaffirming our commitment to the New Zealand market by investing significantly in brand visibility.
“The Menulog brand will be even more noticeable in the suburbs and throughout cities and towns, helping to drive more orders for our restaurant partners.”
“Coincidentally most of my records have food undertones, from strawberries, to peppermints to now mushrooms.”
In New Zealand, Menulog has 3000 restaurants on its platform in 88 cities and towns, servicing 85% of the population.
“We have also invested in a local team –we’re not a new faceless platform,” Belling said. “We see ourselves as a local business that works hand in hand with other local businesses.”
Menulog MD Simon Cheng (also based in Sydney) said: “Working with Katy Perry builds on the work we did with Snoop Dogg in the Australian market a few years ago which was incredibly successful and very well received by the public.
“We hope our Kiwi fans enjoy it just as much!”
Directed by Dave Meyers, with music and lyrics co-created by Katy Perry, Kris Pooley and McCann London. 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: “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.”
CREDITS
Advertiser: Just Eat Takeaway LA
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
Media: UM Australia
New Zealand Public Relations: Boyd PR
Music Track: Back from the Club (Sandwich)
Artist: Katy Perry
Composers: Katy Perry, Kristopher Pooley, Ginger Pooley, Toni Robinson, Adam Smyth, Ben Smith, Sylvia Robinson, Gwendolyn Chisolm, Cheryl Cook & Angela Brown
Label: Capitol Records
Publishers: When I’m Rich You’ll Be My Bitch, Pooley Music, Sting & Tins, Sentric Music & Sugar Hill Music (IQ Music)
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