That Grubhub Feeling

CHALLENGE // Grubhub needed a brand campaign to help it stand out amidst competitors with greater market share and bigger budgets in a category focused on functional benefits like restaurant selection, grocery delivery and deals. 

SOLUTION // We worked with our creative agency Known to identify strategic white space in the category that Grubhub could own. While the competition touted functional benefits, our campaign could reinforce the emotional connections people have with food. Inspired by “hangry” — a word that perfectly captures a powerful, food-related emotion — we developed new terms to convey positive feelings around food. These words became the foundation of That Grubhub Feeling, a versatile campaign that lived in TV, social, streaming radio, OOH, CRM and the Grubhub app.

In TV and radio we called attention to The Grubhub Guarantee, a customer assurance initiative that had launched a few months earlier. We worked with Known and Grubhub’s legal team to develop the most compelling and concise language possible — “On-time, lowest price, or we’ll make it right.” This fresh and pithy phrasing emphasized the simple and approachable nature of the program. 

MY ROLE // A mix of client-side creative direction with Known and hands-on creative direction with Grubhub’s in-house creative team.