Snoop Dogg Stars in "Did Somebody Say" Campaign

In the fiercely competitive world of food delivery services, captivating marketing campaigns are the key to staying ahead of the curve. Grubhub has taken a bold step by featuring rap legend Snoop Dogg in their "Did Somebody Say" campaign, aiming to resonate with consumers through a catchy jingle and a dose of humor.

An International Success Story: Grubhub's "Did Somebody Say" campaign initially made waves internationally, particularly in the United Kingdom, where Snoop Dogg's ad earned over 4 million views within just three days of its premiere. The campaign is designed to evoke the joy and convenience associated with food delivery, tapping into the universal pleasure of indulging in delicious meals from the comfort of one's own home.

A Refreshing Approach: This marketing endeavor represents a strategic move by Grubhub to refresh its brand image and connect with consumers in a new way. Ariella Kurshan, Senior Vice President of Growth and Marketing at Grubhub, highlighted the campaign's core message, stating, "The campaign celebrates how Grubhub delivers not only food but the delight people feel when their favorite food arrives." This sentiment is at the heart of the campaign and aims to reposition Grubhub as the answer to all consumers' delivery desires.

The Snoop Dogg Factor: Snoop Dogg, a beloved and iconic figure in the music industry, adds a touch of star power to the campaign. His charismatic presence and unique style make him the perfect spokesperson to convey the message of convenience and delight associated with Grubhub. In the campaign, Snoop Dogg humorously showcases various scenarios where he orders food using the platform, from a bathtub to an airplane.

Multichannel Marketing Mastery: The "Did Somebody Say" campaign is a testament to the power of multichannel marketing. It goes beyond traditional advertising and embraces a comprehensive approach. Grubhub leverages paid and organic social media, out-of-home creative, and even a sweepstakes to engage consumers. The giveaways tied to the campaign, offering participants a chance to win a $500 gift card, further incentivize engagement and interaction with the brand.

Expanding Horizons: Grubhub's success with this campaign is not limited to the U.S. It has already made a significant impact in 19 markets, including Canada, Australia, and Europe. The decision to expand its reach to the U.S. is a testament to the campaign's effectiveness in resonating with consumers on a global scale.

Navigating Challenges: This marketing rollout comes at a crucial juncture for Grubhub's parent company, Just Eat Takeaway.com (JET). The company is restructuring to reach a break-even point and addressing various challenges, including leadership changes and layoffs. In this context, the "Did Somebody Say" campaign provides a much-needed boost, reminding consumers of the convenience and delight Grubhub offers in the ever-evolving world of food delivery.

In summary, Grubhub's collaboration with Snoop Dogg in the "Did Somebody Say" campaign demonstrates the power of leveraging a charismatic celebrity figure to refresh a brand's image and connect with consumers on a personal level. As the campaign unfolds in the U.S. and around the world, it's clear that Grubhub is determined to remain a leader in the food delivery industry by delivering not only food but also moments of joy and satisfaction to its customers.