Menulog: The Papped Bag

The paper delivery bag is the face of a billion-dollar industry.
With Menulog’s biggest competitor, UberEats, having 5x the media spend focussed on their distinctive delivery bag, Menulog needed a way to steal back the limelight and make their bag the most iconic of all.

Naturally, Menulog created a designer handbag inspired by the design of their delivery bag, and gave it to their newest brand ambassador, global sensation - Christina Aguilera.

With the one of the world’s most photographed stars making her way to Australia for the first time in 15 years, it wasn’t long before the shot of her on the the way to the airport with her iconic bag flooded the news cycle, reaching millions of fans who all wondered ‘where did she get that bag?!’

After hyping the country up more with her viral ‘What’s In My Bag?’ video, Menulog let Australia know exactly where they could get the bag - exclusively on Menulog, with one lucky fan receiving their order delivered in Christina’s bag.