Insight · Creative Strategy · Brand Differentiation

Situation Grubhub invented online food delivery, but as a challenger outspent by DoorDash and Uber Eats, the brand was losing share in a deals-driven category where users defaulted to whoever had the best promo.

Task Develop a differentiation strategy that could cut through category noise without relying on discount messaging. Leverage Grubhub's Guarantee (money-back for incorrect or late orders) as a brand asset.

Action Social listening revealed that delivery failures dominated category conversation, but no brand owned the positive flip side. Built the insight that there was no word for when your order arrives exactly right. Created "That Grubhub Feeling": a new lexicon for order satisfaction, activated through OOH and social with restaurant imagery unique to the app.

Result Facebook brand lift study confirmed impact within weeks of launch: 10pt lift in ad recall and 5.9pt lift in brand awareness, which are strong benchmarks for a challenger in a high-noise category.

10pt lift in ad recall · 5.9pt lift in brand awareness · New brand lexicon created