Menulog
BRAND: Menulog
PRODUCT/SERVICE: Online food ordering and delivery service
TARGET AUDIENCE: Working singles, 25–45 years old
SMP: Treat yourself
MEDIA: Adshel (portrait) & Billboard (landscape)
Treat Yourself
Insight:Working singles are busy, juggling work and life, and crave small moments of indulgence for themselves.
Target Persona:
Busy single individuals ages 25-45 who juggle work, social life, and personal commitments. They value convenience, efficiency, and small indulgences that make life easier and more enjoyable.
Idea:
Eating delivered food isn’t just practical, it’s a small moment of indulgence in a busy day. Menulog empowers the audience to enjoy life’s little rewards without guilt or effort.
Competitors:
Uber Eats, Deliveroo, and DoorDash typically focus on discounts, promotions, or speed. Most campaigns emphasise food imagery but rarely connect with lifestyle or emotional benefits.
Why It Works:
Connects directly to the target audiences lifestyle needs: convenience, enjoyment, and personal reward. Separating Menulog from it’s competitors by focusing on emotional benefit rather than offers or discounts.
Opportunity:
Position Menulog as more than convenience, a way for busy working individuals to indulge themselves. Building a campaign around emotional rewards and lifestyle appeal, directly linking to the SMP “Treat yourself.”
