Introduction

Grubhub, the popular food delivery platform, has made waves with its latest marketing campaign featuring renowned rapper Snoop Dogg. The campaign, titled “Did Somebody Say,” has gained international success and is now set to conquer the U.S. market as well. In this article, we will explore the details of the campaign, its impact on Grubhub’s brand strategy, and the future prospects of the company.

The Genesis of “Did Somebody Say”

Grubhub’s multichannel campaign, “Did Somebody Say,” was first launched in 2020 by the company’s parent company, Just Eat Takeaway.com (JET). The campaign’s success in 19 markets, including Canada, Australia, and Europe, prompted its expansion into the United States. The star power of Snoop Dogg played a significant role in the campaign’s international triumph, with the ad garnering over 4 million views within the first three days of its U.K. premiere.

A Refreshed Approach for the U.S. Market

Grubhub’s U.S. push for the “Did Somebody Say” campaign includes a 60-second commercial and a range of other marketing activations. The commercial showcases Snoop Dogg in various scenarios, highlighting the convenience of the delivery app in unexpected situations like a bathtub or a bed. The catchy jingle and playful visuals aim to remind consumers of the joy they experience when their favorite food arrives.

Expanding the Reach with Social Media and Out-of-Home Creative

To amplify the campaign’s impact, Grubhub is utilizing both paid and organic social media strategies. The company is leveraging its social channels to run giveaways inspired by the commercial, offering consumers a chance to win a $500 gift card. The sweepstakes will run from September 28 to October 2, creating additional buzz around the campaign.

In addition to social media, Grubhub is also implementing out-of-home creative to reach a wider audience. By strategically placing advertisements in high-traffic areas, the company aims to capture the attention of potential customers and reinforce the messaging of the campaign.

The Delight of Food Delivery: A Key Message

At the heart of the “Did Somebody Say” campaign is the message that Grubhub not only delivers food but also brings joy to its customers. Ariella Kurshan, Senior Vice President of Growth and Marketing at Grubhub, emphasizes that the campaign celebrates the delight people feel when their favorite food arrives. By focusing on the emotional aspect of food delivery, Grubhub aims to establish a stronger connection with its customers and position itself as the go-to platform for their delivery needs.

The Importance of Snoop Dogg’s Involvement

Snoop Dogg’s involvement in the campaign has been instrumental in its success. As a popular figure in the music industry, Snoop Dogg brings a level of credibility and relatability to the brand. His charismatic persona and widespread appeal make him an ideal ambassador for Grubhub, helping the company resonate with a diverse audience.

The Future of Grubhub and the Food Delivery Market

Grubhub’s “Did Somebody Say” campaign comes at a crucial time for the company. Amidst organizational changes and the appointment of a new CEO, the campaign serves as a strategic move to solidify Grubhub’s position in the highly competitive food delivery market. The expansion of the campaign into the U.S. market demonstrates Grubhub’s commitment to growth and its ability to adapt to changing consumer preferences.

Conclusion

Grubhub’s “Did Somebody Say” campaign, featuring the iconic rapper Snoop Dogg, has proven to be a global success. By leveraging Snoop Dogg’s star power and emphasizing the delight of food delivery, Grubhub has captured the attention of millions of viewers. As the campaign expands into the U.S. market, Grubhub aims to further establish itself as a leading food delivery platform. With its innovative marketing strategies and commitment to customer satisfaction, Grubhub is well-positioned for future growth and success.