TURNING A CATEGORY PAIN POINT INTO A BRAND PROMISE

Food delivery had trained consumers to expect hidden fees. Grubhub saw an opportunity to break rank. We turned its permanent promise, no fees on orders over $50, into a disruptive brand platform, launching at the Super Bowl with Yorgos Lanthimos and extending across video, social and OOH. By making the absurdity of delivery fees impossible to ignore, the work drove a 39% lift in $50+ orders, while increasing awareness and brand trust.