Earlier in the year, Menulog teamed up with ViacomCBS for their COVID campaign, to deliver joy to Australians as we settled into our ‘new normal’.
Managed by our Effect integration team and UM, the partnership included sponsorship of The Project‘s hilarious Life in Lockdown segment, fronted by Peter Helliar.
Menulog received a bespoke integrated sting leading into the segment that heroed the ‘Did somebody say Menulog?’ jingle.
To complement the sponsorship, our creative solutions team Imagine, in consultation with McCann, created a series of TVCs with comedian and regular co-host of The Project, Tommy Little. ‘Tommy’s Iso-Diaries’ were directed via Zoom and showcased what he was getting up to during lockdown.
To drive viewer engagement on social, ViacomCBS asked viewers to tweet their ISO cravings using a dedicated hashtag #isocravings. The tweets were highlighted within a brand-new commercial asset that was created for Menulog and placed in commercial airtime in The Project.
The Menulog Covid campaign was a huge success. The campaign not only delivered on the brief for Menulog, but it also aligned seamlessly to the tonality of The Project which delivered higher viewer engagement.
The ViacomCBS teams together with UM and McCann, proved that despite the challenges around COVID-19 restrictions, if teams are agile and work collaboratively, we will continue to deliver truly outstanding work for our clients.