‘Who Can Resist?’ El Jannah puts internet food icons to the test via Emotive.

El Jannah is getting Aussies out of their lunchtime food ruts by recruiting some of the internet’s most recognisable food identities and converting them to charcoal chicken.

Created by independent creative agency Emotive and brought to life through Emotive Productions, the new campaign introduces ‘Who Can Resist?’, an idea built around a simple premise. If the most die-hard food loyalists can be converted to El Jannah, no one can resist.

The work taps into internet lore and pop culture, casting iconic characters known for their one-track food devotion, from the ‘Por Que No Los Dos?’ girl who is torn between two types of tacos, to the Fat Pizza guys to the iconic “Sushi Carol” duo. 

The campaign places them in a chaotic lunch focus group. Each arrives defined by their food identity. Each leave converted to El Jannah.

The campaign supports the launch of El Jannah’s Legendary Lebanese Lunch, a new national range of fresh, made-to-order charcoal chicken rolls, served with chips and a drink for $14, in-restaurant until 4pm.

While the creative leans into entertainment, the product story is clear. Fresh bread. Fresh salads. Fresh chicken. Made to order. Built for lunch.

Developed and produced end to end by Emotive, the work reflects the company’s model of keeping idea and making as one continuous process, shaping an ecosystem of social-first content designed to travel. From hero film to cutdowns and stills, the system is built to sustain attention over time.

Adam Issa, Chief Marketing Officer at El Jannah, said: “Lunch is one of the biggest growth opportunities in front of us, and we wanted creative that matched the ambition. The Legendary Lebanese Lunch brings together everything El Jannah is known for; honest value, fresh real food, and Lebanese flavours that have built this brand over 28 years. We briefed Emotive to make that impossible to ignore, and they came back with an idea only El Jannah could pull off, taking the most die-hard food fans in pop culture and converting them to charcoal chicken. It’s confident, it’s distinctive, and it sits exactly where we want the brand to live.”

Jess Cluff, Head of Earned Creative at Emotive, said: “Charcoal chicken. Meme culture. And a sprinkle of nostalgia. My three favourite things in life coming together in just the most fun and entertaining way. If these guys can get out of their lunchtime food ruts, then so can you.” 

The campaign rolls out nationally across film, social, earned and in-store, supported by a system of content designed to drive trial and repeat behaviour across the lunch window.