The campaign was created by McCann London and has been running in 19 international markets, including Europe, Canada and Australia, since 2020. Grubhub decided to bring it to the states after it boosted brand sentiment and orders globally. In the U.K., for instance, the campaign led to a 50% lift in brand awareness, with 98% net positive sentiment, according to Ariella Kurshan, Grubhub’s senior VP of growth and marketing. Grubhub did not share specific sales data by press time.
“Snoop did so well in other markets that we wanted to bring this American icon home,” said Kurshan. She added that Snoop resonated across ages, demographics and geographies in market research. “We have not seen a thing as too much Snoop Dogg.”
That same belief is shared by multiple brands, with Snoop becoming one of the most popular endorsers across a variety of industries. His brand roster includes Corona, Jack in the Box, Skechers, Happy Dad hard seltzer and 19 Crimes Wines.
Snoop’s Grubhub ads will run on linear and streaming TV, social media and out-of-home ads. Grubhub is also running a sweepstakes. Fans can visit Grubhub’s social media channels to enter the #DidSomebodySayGrubhub sweepstakes by entering their favorite line from the rap. From Sept. 28 to Oct. 2, Grubhub will do several giveaways where winners will receive a $500 Grubhub gift card.