Grubhub expands Snoop Dogg-starring effort on tail of international success

Dive Brief:

• Grubhub launched a new multichannel campaign in the U.S. today (Sept. 26) featuring rapper Snoop Dogg, according to details shared with Marketing Dive.
• “Did Somebody Say” features a 60-second spot and catchy jingle meant to remind consumers of the joy they get from food delivery. The campaign arrives in the U.S. after making a splash internationally, with the Snoop-starring ad garnering over 4 million views within the first three days of its U.K. premiere.
• The campaign was conceived by McCann London with production by Craft Worldwide. It was first launched in 2020 by Grubhub’s parent company Just Eat Takeaway.com (JET). The U.S. push includes paid and organic social, out-of-home creative, a sweepstakes and more.

Dive Insight:

Grubhub is doubling down on work with Snoop Dogg, a popular marketing figure, to expand an already successful campaign to the U.S. “Did Somebody Say” has the rapper extolling the convenience of the delivery app in a variety of locations, such as a bathtub and a bed. The platform has already found success in 19 markets, per release details, including Canada, Australia and Europe.

For the U.S. push, “Did Somebody Say” includes a 60-second commercial and slew of other marketing activations. In the anchor spot, Snoop Dogg shows the various — and sometimes absurd — scenarios in which he orders Grubhub, like while on a plane. Several giveaways inspired by the spot will run from Sept. 28 to Oct. 2 on the brand’s social channels, giving consumers a chance to win a $500 gift card. 

“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,” said Ariella Kurshan, senior vice president of growth and marketing at Grubhub, in a press statement. “The campaign celebrates how Grubhub delivers not only food but the delight people feel when their favorite food arrives.”

The rollout comes at a pivotal time for the food delivery service. JET has taken steps to reorganize the company to get it to the point of breaking even as it balances other hurdles, including layoffs and the appointment of a new CEO earlier this year. Earlier this month, the company began rolling out a new On-Demand Delivery feature for self-delivery restaurants on the Grubhub Marketplace that allows them to request a driver.