Menulog, in a strategic collaboration with Thinkerbell, has launched a new global TVC and brand campaign featuring pop icon Christina Aguilera and rising hip-hop star Latto.

The campaign has already made waves, with Aguilera spotted by paparazzi in LA sporting a designer bag inspired by Menulog's distinctive delivery bag.

The bag, a star-studded accessory, was commissioned from Australian Indie designer, By Weave Collection. Drawing inspiration from the 'Did Somebody Say' advertisement, the bag features luxury Australian leather, a diamante encrusted Menulog logo, recycled fabric liner and real 22 carat jewellery trinkets.

“The iconic delivery bag is a distinctive brand asset to Menulog and we knew instinctively that a simple branded designer bag would capture the attention of news outlets," Sesh Moodley, Head Tinker at Thinkerbell, said. "When we heard Christina was on her way to Australia, we wondered if we redesigned the bag to be worthy of wearing it, would she wear it? And she did. And thanks to the paparazzi, this chance paid off.”

Aguilera gave her fans a personal glimpse into the items she keeps on hand in her designer Menulog bag across TikTok before she left the US, including Playground Lube, a Caramello Koala, mint toothpix and a massage theragun. The post hit close to four million views within a few days, while the photo sparked a national news cycle, adding anticipation for her arrival in Australia.

Fiona Bateman, Head of Brand and Media at Menulog, said the ‘Did Somebody Say’ brand platform has ingrained Menulog into Australian culture and the latest iteration with Christina Aguilera and rapper Latto is no different.

"When we heard Christina was coming to Australia, we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part, whilst at the same time knowing we’d get a lot of attention if we did it well. It was too good of an opportunity to miss,” she said.

The campaign was executed by Thinkerbell, media by UM, talent management by Talent Republic, artist management by Roc Nation, and artist publicity management by imPRint.