El Jannah has launched a new national campaign via Emotive, using familiar internet food identities to promote its new lunchtime offer.
The campaign, titled ‘Who Can Resist?’, asks a simple question: if some of pop culture’s most committed food loyalists can be converted to charcoal chicken, who can’t?
Created by independent creative agency Emotive and produced through Emotive Productions, the work supports the launch of El Jannah’s Legendary Lebanese Lunch. The new range includes fresh, made-to-order charcoal chicken rolls, served with chips and a drink for $14 in-restaurant until 4pm.
Internet food icons enter the lunch debate
The campaign leans into internet lore and nostalgia, casting characters known for their strong food associations.
They include the ‘Por Que No Los Dos?’ girl, the Fat Pizza guys, and the “Sushi Carol” duo, who are brought together in a chaotic lunch focus group.
Each arrives with a clear food identity. Each leaves converted to El Jannah.
The creative positions the brand’s charcoal chicken, fresh bread, salads and made-to-order format as a lunch option for Australians looking to break out of their usual routine.
El Jannah targets the lunch occasion
Adam Issa, Chief Marketing Officer at El Jannah, said lunch is one of the brand’s biggest growth opportunities.
“The Legendary Lebanese Lunch brings together everything El Jannah is known for; honest value, fresh real food, and Lebanese flavours that have built this brand over 28 years,” Issa said.
“We briefed Emotive to make that impossible to ignore, and they came back with an idea only El Jannah could pull off, taking the most die-hard food fans in pop culture and converting them to charcoal chicken.
“It’s confident, it’s distinctive, and it sits exactly where we want the brand to live.”
Jess Cluff, Head of Earned Creative at Emotive, said the campaign brought together food, meme culture and nostalgia.
“Charcoal chicken. Meme culture. And a sprinkle of nostalgia. My three favourite things in life coming together in just the most fun and entertaining way,” Cluff said.
“If these guys can get out of their lunchtime food ruts, then so can you.”
Social-first content built to travel
The campaign was developed and produced end to end by Emotive, with the agency handling both the idea and production process.
The rollout includes hero film, cutdowns and stills across film, social, earned and in-store channels.
The campaign is designed to drive trial and repeat visits during the lunch window, while giving the brand a content platform that can be sustained over time.
Top image: El Jannah’s ‘Who Can Resist?’ campaign