Grubhub Influencer Marketing Case Study
Creating buzz and conversation for Grubhub around a major U.S. cultural moment
Campaign Challenge
Wings, pizza, nachos - food is an essential part of any Super Bowl celebration and Grubhub wanted to find a way to be a part of the conversation. Playing off the success of a smaller campaign in 2020, Grubhub was hungry to make an even bigger splash in the space in 2021.
Campaign Goal
Create conversation around Grubhub during the time around the Super Bowl - hopefully leading to Grubhub being top of mind when ordering around the Big Game.
CAMPAIGN Strategy
In order to have Grubhub be part of this cultural moment, we wanted to focus on creative that sparked conversation. We landed on creating a “food debate”, a format the brand already saw a lot of engagement with on social media where they put controversial food topics head-to-head - this year the debate was “should you put pineapple on pizza?” To add another layer of debate, we decided to put teams in the same divisions who were a part of the playoffs to go against one another - we landed on Tua Tagovailoa (Miami Dolphins), Cole Beasley (then Buffalo Bills), Tyler Lockett (Seattle Seahawks), and Jalen Ramsey (LA Rams).
Campaign Results
59.4k
Engagements on players posts across Instagram & Twitter644k
Organic views on Instagram & twitter