CHALLENGE // In 2018 Grubhub soft-launched a feature allowing customers to donate to No Kid Hungry with their order. By late 2019 the program had raised over $7 million with only a small percentage of Grubhub customers participating. With the partnership already off to a strong start, Grubhub wanted to shine a spotlight on it with a national launch.
SOLUTION // We developed a TV spot in-house that highlighted the partnership between Grubhub and No Kid Hungry, striking an emotional chord and encouraging customers to donate. The :15 and :30 cuts followed a direct response strategy. They prioritized strong branding throughout, views of the digital product experience and a clear CTA at the end. The :60 anthem functioned more as a brand spot, focusing on the issue of child hunger and the impact of donation.
RESULTS // In pre-testing, the spot performed in the 99.6th percentile. And after only a few weeks on air, it became Grubhub’s best-performing TV spot to date.
MY ROLE // Concept development, script writing, pre-production, production, post-production.