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.