Menulog is putting fans at the centre of footy finals season with a gamified campaign that combines sport, loyalty rewards and retail integrations.
Created by The Idea Shed with game developer Zebrar, the Menulog Footy Finals Game is live until 5 October. It features partner integrations with Liquorland, 7-Eleven, Red Rooster and IGA.
Each Menulog order during the campaign unlocks access to the in-app game, where users dodge defenders, rack up metres and score prizes. Weekly rewards include vouchers, while the major prize is a trip to Las Vegas for the NRL season opener. Menulog+ members receive double entries for the grand prize draw.
Fiona Bateman, head of brand and media at Menulog, said: “Footy finals are all about mateship, passion and being part of the action, and that’s exactly what we wanted to capture with the Menulog Footy Finals Game. The campaign brings fans closer to the sport they love, while showcasing Menulog’s expanded grocery, alcohol and convenience offering.”
Adrian Moore, head of creative experience at The Idea Shed, added: “This campaign is Creative Commerce in action. It shows that Menulog doesn’t just deliver food to fans but creates entertaining experiences that help them play for big wins at checkout.”
The campaign runs across audio, in-app, social media and eDM, targeting Menulog’s core 25–34 demographic.
Top image: Menulog Footy Finals Game