Awards
AWARD Finalist | Social media
AWARD Finalist | Experiential

Campaign overview
With a limited budget we needed an idea that would get people talking and ordering. An idea that connected to Snoop’s world without Snoop’s price tag. So we decided to create a guerrilla style takeover of one of his favourite days. 4/20 or April 20 - An international marijuana celebration. Marijuana, Munchies, Menulog - you get the idea. Our campaign revolved around a series of underground, guerrilla style tactics both online and offline that people had to discover, perfectly matching 420’s underground style. Those clever enough to figure out what we were up to were rewarded with discounts and on 420 day itself with $420 Menulog vouchers

Campaign stats
At 4:20pm on the 20th of April, orders jumped by 22% as the consumers nationally prepared for their impending munchies. And it wasn’t just consumers who were excited. The media jumped on our 420 activation, with coverage across key millennial outlets, creating over 12.9 million earned media impressions. That’s over $320k worth of earned media value. Our consumers engaged with us over 1.9M times through our owned channels, in app and on the web. A great result for such a low budget.