You read that right.
Google’s dictionary defines gold-diggers as an individual “who forms romantic relationships primarily to gain money, gifts, or high social status, rather than out of genuine affection. They often target wealthier individuals, using charm to secure financial benefits, such as expensive presents or inheritance. This behavior is frequently characterized by a transactional approach to romance.”
In other words, it’s not real love, but love for money. Think of a woman who decides to marry a wealthy businessman, or a woman from a Third World country who decides to marry a foreigner from America.
Grubhub is banking on this term to promote its yearly Gold Days campaign.
The food delivery app’s Gold Days of Grubhub+ is an annual, month-long appreciation campaign, plus event for Grubhub+ members, usually happening in the month of May.
It features over 10,000 exclusive deals, over a whopping $5 million in savings, and special offers to drive loyalty further. It also includes high-value discounts like 90 percent off membership, or 99 cents for six months for fresh customers, welcoming them.
This year, the theme is about gold-digging, or at the very least, the promotions before the event.
The combination of the Gold Days and the gold-digging is crucial because it makes the former beyond just a coupon window. Rather, it becomes a membership event. When non-members learn that members get perks, wouldn’t they be enticed to sign up, too?
So, with those being said, the core message is to give Grubhub+ members a “gold standard” level of access: lower costs, much more exclusive deals, more convenience, and sufficient value for them not to opt out.
Those include ongoing membership benefits such as $0 delivery fees on eligible restaurant orders, lower service fees, five percent Grubhub credit back on eligible pickup orders, discounted priority delivery, and $0 delivery on eligible grocery orders run by Instacart, with service fees still applying.
Another so, it’s about digging that gold within Grubhub. And it’s totally okay to do so.
To tease fans about this Gold Days event, Grubhub enlisted the similar agency that worked on the George Clooney ad with Yorgos Lanthimos, a Greek director, to drive home to point.
In this campaign, the overly-used concept of “save money now” in deliveries is set aside. Specifically, Grubhub began from a social insight: people getting access to something that feels only exclusive to members.
Secondly, it reframes Grubhub+ being a social currency. Usually, delivery members are communicated in a highly transactional language: free deliveries, lower fees, order minimums, monthly costs, name it. But not with this “Gold Digging Season” campaign.
Next, it gives Grubhub a platform that works across television, digital video, audio, and social networks without changing the underlying story. Solid and efficient brand building at that.
There you go. With only a few hours left before May, are you ready to immerse into this experience? Got a story pitch to share? Sign up for that account today on Ridesharing Forum.