CHALLENGE // Grubhub and Prime Video’s dinner-and-a-movie initiative—Tune In & Takeout—had established itself by promoting thoughtful pairings of food and streaming content to customers. But for the final season of The Marvelous Mrs. Maisel—one of Prime Video’s biggest releases of the year—Tune In & Takeout needed to level up and make a bigger impact. We were tasked with generating excitement for the new season, raising awareness of Tune In & Takeout and cultivating buzz about Grubhub in its top priority market, New York City.
SOLUTION // While previous Tune In & Takeout campaigns had paired familiar foods with Prime Video content, for Mrs. Maisel we created a new restaurant and a new menu item altogether. Our first-of-its-kind Maisel Tov Pastrami-Flavored Martini combined the flavors of Jewish deli staples and classic cocktails—Midge’s favorites—into one bold, impossible-to-ignore beverage. This provocative concoction captured the imagination of New Yorkers, Maisel fans and the media.
To sell it, we created Marvelous Café as a virtual restaurant on Grubhub, where customers could order the limited-edition drink kit that included branded glassware, shaker, ingredients and mixing instructions in a bright pink, delivery-friendly box. Each kit also came with a choice of tasty deli fare so customers could nosh while they sipped and watched.
RESULTS // 59 earned placements in local NYC and national media, which generated 197 million impressions and 41,000 engagements. 100% of the coverage was positive or neutral and 68% of the media coverage focused exclusively on the martini kit. Beyond earned media, it generated 90,800 organic social impressions. The campaign was a 2023 Digiday Awards finalist for Best PR Campaign.
MY ROLE // Creative Direction