Work

CHAMPIONING RESTAURANT PARTNERS – MENULOG RESTAURANT AWARDS

The Challenge

As Australia’s widest-reaching online food delivery service, Menulog connects more than 3 million customers with over 12,000 local restaurants via menulog.com.au and mobile apps. With such a high volume of restaurants on the platform, the challenge was to show support and promote the success of well-performing restaurants on a local level.

We needed to show Menulog as a true partner for Australian restaurants wanting to grow their business. As part of this, we sought out to shine a light on the local owners’ stories and profile their expertise to the media.

Menulog

The Solution

Red Agency helped launch and promote Menulog’s Restaurant Awards (MRAs) – a biannual awards initiative which runs in the Summer and Winter, designed to reward top performing Menulog restaurants and generate talkability for the brand.

Categories for the awards span national, state, local and category winners, so we crafted multi-faceted media strategy to generate earned media coverage across national news, food, lifestyle, trade and local media outlets. Throughout the awards series (now in its fourth year), we have profiled almost one hundred individual restaurant winners in their local media and selected the most news-worthy to showcase at state and national level across TV, radio, print and digital.

As part of Red Agency’s continual social and media listening practices, in 2019 we recommended new food categories based on food trends, consumer demand and local quirky dishes and cuisines to appeal to the current news agenda, continue to drive the profile of the brand and winners, and demonstrate Menulog’s industry leadership.

The awards have been so successful that now media approach Red Agency for news on the next round of winners.

The Results

202 pieces of media coverage including broadcast, national and regional
6 million cumulative reach
69 local restaurant owners profiled across the country

Categories

Food and Hospitality

Public Relations

Media Relations

Consumer