Grubhub’s answer to stagnant demand is more Snoop Dogg. The food delivery brand is putting the rapper in U.S. advertising, extending a campaign that has been airing globally since 2020.
The “Did Somebody Say” campaign features Snoop rapping about various delivery scenarios: “chicken wings to the crib,” “wontons on the catamaran,” “tacos to the chateau” and “buying a slice on the side of the hot tub.”
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.
Grubhub’s reliance on the rapper comes at a time when the delivery platform has lost market share to larger rivals DoorDash and Uber Eats. When ranked by consumer usage rates, DoorDash topped all delivery apps at 74% as of May, according to research from PYMNTS, which covers the payments industry. Uber Eats ranked second at 50%, while Grubhub was stuck in third at 37%—down from its recent peak of about 47% in late 2021. In August, DoorDash captured 65% of U.S. meal delivery sales, followed by Uber Eats at 23% and Gruhub at 10%, according to Bloomberg Second Measure.
But all of the delivery platforms are contending with tighter food budgets and inflation. Consumers are also opting to pick up their food to avoid higher delivery fees. A February PYMNTS report found that nearly half of those surveyed said that inflation has made them more likely to choose pickup when ordering takeout, and 42% say they opt for pickup to avoid tipping.
Grubhub especially has felt these headwinds. Grubhub has lost market share since Amsterdam-based Just Eat Takeaway acquired it in 2021, Just Eat CEO Jitse Groen told Bloomberg in July. Lately, JET has been trying to sell the delivery platform after pressure from activist investors. Grubhub CEO Adam DeWitt stepped down in May, and the platform has gone through a series of layoffs.
