Are you not officially summoning the food whenever you order from Grubhub? But, Grubhub has launched its brand-new campaign, titled “Summon the Food.” That’s right.
In cooperation with one of the biggest creative agencies across the globe, Grubhub’s new “Summon the Food” campaign celebrates the magic of exact cravings.
It argues that hunger is about real fulfillment, beyond just eating. So true, correct?
For instance, there’s a noticeable, conspicuous billboard from this Grubhub campaign in Chicago featuring a simple design of a grilled cheese sandwich with huge text, “Summon the food.” behind, then a smaller yet still attention-grabbing logo text of Grubhub.
But, you’re probably just looking at the billboard spot. Try to pan your head going up, and you’ll see a realistic 3D rendering of a gigantic grilled cheese. Yes, sitting – or lying – on top of that waiting shed.
The “Summon the Food” campaign centers on the very idea that you would always want that specific meal from that one specific place to satisfy your cravings and belly.
For one, there are lots of food choices on the Grubhub app, right? But, if you’re really craving for that taco, you’d go the extra mile to order that and have it at your doorstep. Not just that, but if you, for example, are craving for that Biscoff Sundae from Burger King, you wouldn’t choose to have that cup of ice cream from another restaurant. Relatable, isn’t it?
The campaign turns your cravings into visual spectacles, using humor and fantasy to make each moment feel relatable and surreal.
Also, there are spots showing everyday people fixated on how they want the food, so hunger is turned into small acts of magic.
According to design experts speaking with ridesharing media, this message from Grubhub goes beyond the humor and fun side of craving, driving into the very avenue of consumer behavior and things that fuel it.
Instead of competing on delivery times or deals, the brand positions food as emotional gratification and control.
Furthermore, this “Summon the Food” campaign of Grubhub presents itself as a strategic move from utility to identity, showcasing how ordering could express personal tastes, as much as convenience.
Apart from this programmatic advertising campaign in key cities across the country, creative under this campaign has also rolled up in digital, CTV, and paid social. Displa with audio is set to kick off very soon. Cities that could witness this campaign include Chicago and New York City, particularly in bus stops, subway platforms, and billboards.
Grubhub is your food delivery app that connects customers with a wide array of restaurants. Food adventurers browse menus on the Grubhub app or website, place an order, and choose delivery or pickup.
Then, restaurants receive the order through Grubhub’s system and prepare the food. If delivery is selected, Grubhub’s drivers – or the restaurant’s own couriers – pick up the order and bring it to the customer’s address or location. Customers can track where the delivery is already, pay digitally, and leave ratings. The app earns revenue through commissions, delivery fees, and service charges. For more food delivery news and updates, sign up for your account on Ridesharing Forum today.