In sad news for Snoop Dogg fans, Menulog has announced their closure in Australia.
The food delivery app will stop accepting orders from midnight on November 26.
In a statement on its website, owners Just Eat Takeaway.com said Menulog had been “navigating challenging circumstances”.
Menulog was founded in Sydney in 2006 and purchased by British company Just Eat in 2015.
Their advertising campaigns since then have featured some of the world’s biggest stars, including Snoop Dogg, Christina Aguilera, Latto, Katy Perry and Jeff Goldblum.
Some Menulog ads have also featured local stars like Baker Boy, Kirsten Salty, D’Arcy Spiller, Big Twisty and Bliss n Eso.
But even their star power wasn’t enough to save the beleaguered brands.
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Let’s take a look back at these star-studded Menulog ads, including how much each celebrity was reportedly paid and the impact their campaigns had on the food delivery app industry.
Snoop Dogg
When Aussies think of Menulog, many will think of Snoop Dogg – the American rapper who found fame not just for his music but for his love of smoking a substance that isn’t exactly legal here.
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His casual rap style and drawl was perfectly suited to the Menulog brand and their most successful advertising campaign ‘Did Somebody Say Menulong?’
Snoop Dogg starred in two ads, one featuring the rapper and his posse, and another released exclusively for the NRL State of Origin, which also featured local sporting stars the Trbojevic brothers, Brad Fittler, and former sports reporter Erin Molan.
His first Menulog ad was released in 2020 and the second came out later that year.
Snoop Dogg was reportedly paid $9 million.
He is credited with helping to improve Menulog’s ‘cool’ factor helped by the catchy tune and Snoop Dogg’s signature style.
Snoop Dogg even improved on the original music that had been created for the ad.
According to Menulog’s chief marketing officer, Snoop “created a version of the song that got us all smiling” and “taken something synonymous with the Menulog brand and made it personal to him”.
Katy Perry
2022 saw a Menulog ad featuring Katy Perry go viral on TikTok.
The ad played up the singer’s signature colourful and cartoonish on-stage styling as part of the ‘Did Somebody Say Menu Log?’ campaign.
In the ad, Perry appeared in a fantastical dollhouse-like setting and wore eccentric outfits while being delivered a variety of food items by a Menulog courier.
The ads aimed to leverage her global appeal to promote the brand and connect with audiences by highlighting a wide range of food options available through the app.
She too was reportedly paid $9m for her Menulog collaboration.
Perry said that working with Menulog was a “fun and natural experience”. She co-created the music and lyrics for the ad.
While promoting the campaign, Perry said ordering takeaway is a “regular Saturday night” for her, so it was fun to combine that with her love for “poppy bright colours, wild outfits and food puns” for the campaign.
Christina Aguilera and Latto
These two superstars starred in an incredible Menulog ad in 2023, also as part of the ‘Did Somebody Say Menulog?’ campaign.
Theirs was an extraordinary visual experience that borrowed from the aesthetic of Marie Antoinette and featured lavish meals and boat trips, the pair surrounded by servants who dished up their food deliveries on elaborate plates and platters.
The music was described as “hip-hopera” and the gowns “baroque opera and modern hip-hop”.
In the ad, both singers are offered an array of their favourite Menulog food, including tacos, poke bowls and fresh Thai salad.
It has been reported Aguilera and Latto were paid as much as $36 million combined.
Aguilera described working with Latto as “a blast” and a lot of fun, saying they “laughed a lot, sang loud and got to make a lavish video all in celebration of our favourite takeaway and grocery app”.
Latto said signing up to star in a Menulog campaign was a “no-brainer”.
Their ad reportedly resulted in a 28 per cent increase in Menulog’s advertising business, and promoted the brand’s expansion into grocery and convenience items beyond just food delivery.
Jeff Goldblum
The OG of the celebrity Menulog campaigns in Australia was Wicked star Jeff Goldblum, who was best known at the time for his star turn in the Jurassic Park movie series.
Goldbum’s ad campaign featured the slogan ‘Less Talk More Eat’ and featured the actor intervening in two scenarios when loudly ordering food on a phone could be deemed inappropriate.
In both situations, Goldblum highlighted the quiet ease with which someone can order food using the Menulog ad.
The first scenario featured a girl trying to order food while her friend sits on the lounge next to her crying over a breakup. The second showed a man watching TV with his friends, attempting to mute the TV to order pizza.
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It isn’t known how much Goldblum was paid for the ads but it understood to have been substantially less than the more famous stars who followed, however it would still have been in the millions.
Goldblum’s campaign served to promote a transition from ordering food by placing a phone call to using a phone app.
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Australian stars
Menulog also created ads featuring local stars, including one with Baker Boy, Kirsten Salty, D’Arcy Spiller and Big Twisty, and another featuring Bliss n Eso.
Baker Boy, Kirsten Salty, D’Arcy Spiller and Big Twisty’s ad came out in 2021 and their Bliss n Eso ad was released in earlier this year.
Baker Boy, Kirsten Salty, D’Arcy Spiller and Big Twisty’s ad featured the slogan ‘Everyone Delivers Differently’, and included a signature track and celebrated each star’s individuality, particularly when it came to cuisine.
In lyrics written by each artist, Kirsten Salty shares her mandate for steamed buns with no pickles and fries in ice cream, while D’Arcy Spiller spills her love of a whole fish, Vietnamese style.
The ad campaign aimed to highlight the variety of meals that could be ordered on the Menulog ad.
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Bliss n Eso is an Australian hip-hop trio consisting of MC Bliss (Jonathan Notley), MC Eso (Max MacKinnon), and DJ Izm (Tarik Ejjamai).
Their campaign featured the slogan ’What’s Good In Your Hood?’ and aimed to highlight the local food options available via the Menulog ad.
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