Menulog, one of Austrlia’s leading food delivery services were facing an unsteady and more competitive industry landscape. They needed to create a national conversation, encouraging Australians to feel good about ordering food online. Consumer research uncovered that the average Australian spent just over an hour a day on preparing, cooking and cleaning up after meal preparation.
Armed with the data, we launched the first-ever ‘25/7 Store’ to give Aussies back that valuable hour in their day. At the tongue-in-cheek concept store, standard supermarket groceries were replaced with ‘ingredients’ designed to make the most of the hour lost in cooking. There was something for everyone: healthy herbs such as ‘Quality Thyme’ (quality time with friends and family) and fun cereals such as ‘Buzz Pops’ (call grandpa before he cuts you out of the Will). Shopping baskets were also filled with a $20 voucher to spend on a Menulog meal.
133 pieces of traditional and social media coverage
39,314,051 cumulative reach
500+ attendees
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