On a mission to replace the negative emotion of “Hangry,” Grubhub is introducing new positive feelings into the dining lexicon including “Chewphoria” and “Fantasnack” amongst others.
Launching today, the campaign, “That Grubhub Feeling” highlights the feeling of satisfaction a customer experiences when they get exactly what they have been craving. As the creative partner for Grubhub’s “That Grubhub Feeling” campaign, Known was tasked with helping Grubhub amplify the Grubhub Guarantee (the best price and on-time delivery with every meal or Grubhub will make it right).
The campaign begins with a mix of national video across cable, network and connected TV, as well as audio, digital radio, podcasts & SiriusXM. Watch below:
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“This work really shows the power of our close partnership with Grubhub’s extraordinary team. ‘That Grubhub feeling’ – an undeniably satisfied consumer – is real, and we’re thrilled to bring it to life in the most entertaining and memorable ways,” says Jody Friedericks, SVP, Brand Creative, Known.
There is also teaser OOH creative around NYC that defines these new Grubhub emotions:
Ben Whitla, VP, Head of Brand & Creative, Grubhub, notes“Ultimately, we work every day to create a deeper connection with our diners and the food they love – this work truly celebrates the moment of joy that comes when your order has arrived, and you are savoring the moment of digging in.”
The campaign shares that there is also a partnership with Howard Stern which includes Grubhub’s integration into the most in-demand radio show on SiriusXM and will include a few live reads from Howard and a pre-recorded spot. Take a look at the work below:
With “That Grubhub Feeling,” there is an emphasis on the NY market – including sports & primetime across local networks, NFL & NBA & morning shows. There will be local partnerships including presenting Grubhub as a sponsor of the Brooklyn Nets Radio Network on WFAN, a Category Exclusive Local New York Giants Podcast Sponsor and presenting sponsor of WFAN’s Carton and Roberts simulcast on SNY. Additional OOH creative will launch in sync with the spots, showing colorful images paired with the new words.
CREDITS:
CLIENT: Grubhub
- Ben Whitla, VP Head of Brand & Creative
- David Tovar, SVP of Communications
- Nate Winter, Creative Director
- Katie Greenbaum, Senior Manager of Brand Marketing
- Baxter Ritte-Sanders, Senior Manager, Brand Marketing
- Allysha Davis, Brand Marketing Associate
- Yung Savolainen, Executive Producer
Agency: Known
- Mark Feldstein, President, Known Studios
- Brad Roth, President, Known Studios
- Jody Friedericks, SVP, Brand Creative
- Michael Rovner, Senior Creative Director, Copywriter
- Soren Youngren, Senior Creative Director, Art Director
- Kevin Karp, Creative Director, Copywriter
- Nath Cochran, Senior Art Director
- Anna Tucker, Senior Copywriter
- Matt LeBoeuf, VP, Consumer Brands
- Mike Dobbs, Director, Consumer Brands
- Beth Superfin, SVP, Client Experience
- Erika Safir, Account Director, Client Experience
- Madeline O’Leary, Account Executive, Client Experience
- Liz Hess, Director, Brand Marketing
- Jared Christensen, SVP, Live Action
- Eric Edmonds, Producer, Live Action
- Megan Collins, Director, Print & Digital
- Kelley Kalbhenn, Producer, Print
- Marie Ciprari, Coordinator, Consumer Brands
- Domenick Ferranti, Coordinator, Consumer Brands
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