Although the campaign spans nationally, it focuses on New York. Grubhub has partnered with Howard Stern to air live reads and a pre-recorded spot on Stern’s radio show.
In addition to appealing to New York’s big food delivery culture, according to Grubhub’s Whitla, the brand’s focus on New York also aims to reach the majority of remaining Seamless users, who are primarily located in the tri-state area. Grubhub merged with Seamless in 2013, and is phasing out use of the Seamless name.
By launching this campaign now, a year after it was acquired by Amsterdam-based Just Eat Takeaway.com NV for for $7.3 billion, the brand also wants to familiarize customers with its new color (orange) and new logo (a house icon). Aside from one other campaign focusing on winter sports athletes, this is Grubhub’s primary campaign for this quarter.
The brand had a campaign in the summer that thanked restaurants, highlighting them as the cornerstone of their business–“without you, we wouldn’t be Grubhub. We’d just be hub,” said one spot.
One (small?) thing: Grubhub's new spots include the doorbell sound which Uber’s CEO lightheartedly apologized for last week after dog owners complained that it made their dogs overexcited. Friedericks said she gets the same feeling with her dog–but noted that the doorbell ties back to that “emotional moment” when you hear your food coming.