When that hunger hits, pulling up the app and placing a food order has a new beat thanks to Snoop Dogg. The Did Somebody Say Grubhub campaign has everyone pulling up that app.
Food delivery has evolved over the years. Some people might remember when the only options were pizza and Chinese food that arrived at the door. Today, that limitation has been lifted. Anything and almost everything can be ordered via Grubhub.
Given that the food delivery space is quite competitive, companies need to find ways to earn top billing on that home screen. It is more than just a special offer or discount. The company needs to prove that they are the single solution that always delivers quality with every order.
Grubhub recently partnered with Snoop Dogg in a new campaign, Did Somebody Say Grubhub. While the commercial might become the next earworm, it is more than just a catchy beat.
As Ariella Kurshan, senior vice president of growth and marketing at Grubhub explained, “The new ‘Did Somebody Say’ platform and campaign featuring Snoop Dogg is a bold refresh for the Grubhub brand, anchored in the message that Grubhub is always the answer to customers’ delivery wants and needs. The campaign celebrates how Grubhub delivers not only food but the delight people feel when their order is on the way. We’ve all experienced that moment of joy when the doorbell rings and your food arrives – our new ‘Did Somebody Say Grubhub’ mnemonic encapsulates that feeling of joy perfectly.”
That delight description is a term that is often used with restaurant loyalty programs. Consumers may be hungry to enjoy that food order, but they crave more than just a meal. They want to feel value for their purchase.
Even if that delight concept underlines the campaign, using Snoop and his music gets people’s attention. The beat is engaging, and the lyrics encompass everything that Grubhub has to offer.
But, it is more than just a song. Aligning with Snoop, who has become a significant presence in the food space, puts the brand into the pop culture conversation. More brands are using music and musicians to highlight their campaigns. It has people stopping, listening, and remembering that company.
Will Did Someone Day Grubhub cause a spike in orders? Only time will tell, but that Snoop Dogg beat might be in your head the next time it is time to sit down at the table.