Menulog, in partnership with Thinkerbell, has strategically repurposed its distinctive delivery bag, turning it into a fashion accessory for global pop icon Christina Aguilera. The move coincides with the launch of the next phase of Menulog’s “Did Somebody Say” brand platform, featuring Aguilera and rising hip-hop star Latto as campaign ambassadors.
Aguilera’s first visit to Australia in 15 years, for a performance in Melbourne, provided a unique opportunity for Menulog and Thinkerbell to reveal their new global TVC and brand campaign in a local, relevant manner.
To elevate the event, Thinkerbell engaged Australian Indie designer By Weave Collection to reimagine the iconic delivery bag, transforming it into a star-studded designer handbag befitting the international pop sensation.
Inspired by the latest “Did Somebody Say” advertisement directed by Dave Meyers, the designer Menulog delivery bag retains its original dimensions, featuring luxury Australian leather, a diamante-encrusted Menulog logo, recycled fabric liner, and real 22-carat jewellery trinkets, including an avocado, fries, and a burger, lending an air of sophistication.
Menulog x The Xtina Bag (via Thinkerbell)
Sesh Moodley, head Tinker at Thinkerbell, explained the rationale behind the initiative, stating, “The iconic delivery bag is a distinctive brand asset to Menulog and we knew instinctively that a simple branded designer bag would capture the attention of news outlets. When we heard Christina was on her way to Australia, we wondered if we redesigned the bag to be worthy of wearing it, would she wear it? And she did. And thanks to the paparazzi, this chance paid off.”
Hand-delivered to Christina Aguilera before her Australia-bound flight, the bag gained significant media attention when paparazzi in Los Angeles spotted her with it en route to LAX. The images ignited a national news cycle, reaching millions of fans, sparking curiosity about the unique accessory.
Responding to the fervour, Fiona Bateman, head of brand and media at Menulog, noted, “‘Did Somebody Say’ has ingrained Menulog into Australian culture, and the latest iteration with Christina Aguilera and rapper Latto is no different.
“When we heard Christina was coming to Australia, we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part, while at the same time knowing we’d get a lot of attention if we did it well. It was too good of an opportunity to miss.”
In a subsequent TikTok video, Aguilera provided a personal glimpse into her designer Menulog bag, accumulating close to four million organic views within a few days. The video showcased items such as Playground Lube, a Caramello Koala, mint toothpicks, and a massage Theragun, adding an extra layer of engagement to the campaign.
See also: BINGE collaborates with Thinkerbell for new ‘I saw it on BINGE’ platform
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Top Image: Christina Aguilera