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Case Study

Menulog drives brand recall with Survivor All Stars digital sponsorship

In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.


They came with a vengeance to Outwit, Outplay and Outlast their opponents for one last chance at the sole Survivor title. But while the contestants were fighting it out and rationing rice in the jungle, fans of the show were set for a feast with food delivery service Menulog partnering with the program for a digital onslaught that generated the highest recall of any brand associated with the program in three seasons.

The challenge

Food delivery is becoming an increasingly cluttered market in Australia and Menulog needed to cement its brand name in the minds of hungry Australians.

The execution

Menulog partnered with 10 for an integrated, multiplatform sponsorship.

The centrepiece was sponsorship of The Jury Villa, a companion series for Survivor. The Jury Villa shows what happens after the contestants leave the jungle and is one of 10Play’s longest running, most popular content series.

With 100% share of voice on The Jury Villa pages, as well as pre-roll on each stream, social posts, eDMs and editorial drivers across 10Play, Menulog was exposed to 479,764 video views and 147,375 unique visitors. A schedule of 15 and 30 second ads running during Survivor on 10Play ensured Menulog remained top of mind during the campaign with more than 1.3 million impressions delivered.

The results

Recall of Menulog’s sponsorship was the highest of any brand tested over the previous three seasons of the show with Broadcaster Video on Demand (BVOD) amplifying recall. Post campaign analysis showed BVOD viewers had the highest recall of the brand by far. 

The Menulog sponsorship drove brand engagement with post campaign analysis finding 56% of total viewers and 61% of committed viewers had engaged with the brand.

Menulog’s messaging came thorough clearly with 52% of total viewers agreeing that, “Menulog has the greatest choice of takeaway restaurants”increasing to 54% among committed viewers. Viewers were also more likely to consider using Menulog over its competitors.

Case Study
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Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.

Getting on the radar of moviegoers: Fox Sports’ mission possible

Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.

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ahm partners with Survivor

Fans of Australian Survivor are 1.2x more likely to have cover with a private health provider and 2.5x more likely to be looking at switching.

ahm partners with Survivor

Fans of Australian Survivor are 1.2x more likely to have cover with a private health provider and 2.5x more likely to be looking at switching.

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9Honey Kitchen x Green’s

One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase its “home style” range. 

9Honey Kitchen x Green’s

One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase its “home style” range. 

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9Honey x Campbell’s

Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.

9Honey x Campbell’s

Campbell’s seizes the opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.

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7Digital positions Suncorp as the insurance provider of choice

By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.

7Digital positions Suncorp as the insurance provider of choice

By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.

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7Digital taps NFL fans for McDonald’s

Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.

7Digital taps NFL fans for McDonald’s

Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.

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Oh, where have you Beanz?

Kraft Heinz needed to re-engage former lovers of Heinz Baked Beanz by demonstrating the versatility of its classic beanz.

Oh, where have you Beanz?

Kraft Heinz needed to re-engage former lovers of Heinz Baked Beanz by demonstrating the versatility of its classic beanz.

Case Study
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Patties Foods takes a larger slice of the pie

With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.

Patties Foods takes a larger slice of the pie

With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category.

Case Study
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The high impact 7Statement

7Statement is a high impact ad unit that drives effectiveness through context and relevance.

The high impact 7Statement

7Statement is a high impact ad unit that drives effectiveness through context and relevance.