Interactive ad: Menulog: Delivery Bag in Disguise

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Top 6: March 6th 2024

The paper delivery bag is the face of a billion-dollar industry. With Menulog's biggest competitor, UberEats, having 7x 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 their own delivery bag, and gifted it to their newest brand ambassador, global pop 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 paparazzi snapped her on the the way to the airport. Images of her and the bag flooded the news cycle across the world, with millions of fans wondering 'whaaaaat is going on with that bag?!' (and 'where can we get one?!'). Not only did she reveal the contents in a viral TikTok video to 8 million views and counting, but the world took the bag into its own hands, with counterfeit bags continuing to flood the market.