Here to win' - Snoop Dogg helps Menulog spice up Australian sales

ARTICLE ADAPTED FROM THE AUSTRALIAN FINANCIAL REVIEW

Online food-ordering platform Menulog was created in Australia 15 years ago, but it took an American rapper to finally make the brand a household name in the middle of a pandemic.

Menulog's Australia New Zealand managing director, Morten Belling, said a catchy television advertising campaign featuring Snoop Dogglaunched last year boosted brand awareness and helped the platform lift orders by 104 per cent in 2020 and increase its share of the $20 billion takeaway food market.

"COVID has given us tailwinds, but we also have a winning strategy," Australia and New Zealand CEO of Menulog Morten Belling.Rhett Wyman

"The year before we had the same jingle but people don't remember it. We brought in Snoop Dogg to give the brand a bit more edge ... we wanted something memorable, and we got that," Mr Belling said after Menulog's Amsterdam-based parent, JustEat, released its 2020 results.

"We are gaining market share, we're creating more demand, we're definitely outgrowing all the competition and that is partly because of Snoop Dogg," he said.

QUESTION

Based on the concepts, explain the strategic motivation behind Menulog's use of Snoop Dogg. Then, discuss the risks to Menulog from using Snoop Dogg.

(Response structure

Two

parts three or four paragraphs each

First

paragraph should discuss the theory

Second

and third talk about the advantages and disadvantages

How

to use the theory if it works

Part

two

Introduce

the case

Advantage

for this brand/case

Disadvantage

for this brand/case

Recommendation)