- Grubhub launched a latest multichannel campaign within the U.S. today (Sept. 26) featuring rapper Snoop Dogg, in response to details shared with Marketing Dive.
- “Did Somebody Say” includes a 60-second spot and catchy jingle meant to remind consumers of the enjoyment they get from food delivery. The campaign arrives within the U.S. after making a splash internationally, with the Snoop-starring ad garnering over 4 million views throughout the first three days of its U.K. premiere.
- The campaign was conceived by McCann London with production by Craft Worldwide. It was first launched in 2020 by Grubhub’s parent company Just Eat Takeaway.com (JET). The U.S. push includes paid and organic social, out-of-home creative, a sweepstakes and more.
Grubhub is doubling down on work with Snoop Dogg, a preferred marketing figure, to expand an already successful campaign to the U.S. “Did Somebody Say” has the rapper extolling the convenience of the delivery app in a spread of locations, corresponding to a tub and a bed. The platform has already found success in 19 markets, per release details, including Canada, Australia and Europe.
For the U.S. push, “Did Somebody Say” features a 60-second business and slew of other marketing activations. In the anchor spot, Snoop Dogg shows the varied — and sometimes absurd — scenarios by which he orders Grubhub, like while on a plane. Several giveaways inspired by the spot will run from Sept. 28 to Oct. 2 on the brand’s social channels, giving consumers a probability to win a $500 gift card.
“The latest ‘Did Somebody Say’ platform and campaign featuring Snoop Dogg is a daring refresh for the Grubhub brand, anchored within the message that Grubhub is at all times the reply to customers’ delivery wants and desires,” said Ariella Kurshan, senior vp of growth and marketing at Grubhub, in a press statement. “The campaign celebrates how Grubhub delivers not only food however the delight people feel when their favorite food arrives.”
The rollout comes at a pivotal time for the food delivery service. JET has taken steps to reorganize the corporate to get it to the purpose of breaking even because it balances other hurdles, including layoffs and the appointment of a latest CEO earlier this yr. Earlier this month, the corporate began rolling out a latest On-Demand Delivery feature for self-delivery restaurants on the Grubhub Marketplace that enables them to request a driver.
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