In a world where convenience is king, Grubhub and Amazon have joined forces in a campaign meant to amplify the little-known opportunity for Prime members to order delivery-fee-free from Grubhub+ directly on the Amazon app or website.
Developed by Grubhub’s in-house creative team with support from Amazon, the “Delivery’s Other Half” campaign tells a story of connection through two characters: a Grubhub courier and an Amazon driver crossing paths during their daily rounds.
The brands hoped to deliver a “brick on the forehead” communication, making awareness of the partnership unmissable.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- While iSpot media measurement reports linear TV support through 11/6/24 solely on the :15 “Word on the Street,” each of the :15 joint campaign ads built at- to above- norm GrubHub recall (unaided). The food delivery norm recall is 74%:
- 27%-32% of each ad’s audience submitted Amazon as the advertised brand to the open-end recall inquiry (instead of, or in addition to, GrubHub).
- The deal/offer stood out in each of the new spots at a level twice that (or more) of the average food delivery ad over the past year, with some naming the message of that deal (and ordering within the Amazon app) as also very impressionable:
- In response, the :15 spots drove 62%-65% of all viewers to positive consideration – levels +8 to +11 points above norm.
- American viewers enjoyed the humorous delivery in the new campaign, and easily connected to the Convenience being offered:
- “Word on the Street” and “GrubHub Deal for Amazon” conveyed Value to viewers as well, with the Information and Change delivered successfully by each creative and deemed Relevant to the audience.
- While each of the spots is generally suitable for broad reach across age/gender, “GrubHub Deal for Amazon” and “That’s Why” in particular appeared to resonate better with younger viewers 16-20:
- Comments on the former reflect the fact that the offer was indeed new information for many, was largely understood, and was met with great enthusiasm.
Sample comments on “GrubHub Deal for Amazon” :15
“It’s a pairing between Grubhub and Amazon Prime. We can get special deals together with both food and online delivery for better prices during inflation? You bet my bottom I’m taking advantage of that. We need all the help we can get, any deal counts.”
Male 21-35
“This ad couldn’t get any better with how it showed two people from two different companies delivering to the same place because they joined together to make special offers. It’s very unique, trustworthy, dependable, and powerful.”
Male 36-49
“I like the ad, I learned something new. I also think it was clever to have both Amazon and Grubhub show up at the same time to do the delivery. It was a good way to show that both companies have collaborated.”
Female 21-35
“Grubhub makes me feel hungry. The message was showing fast reliable service and it also shows Grubhub being a partner service through Amazon.”
Male 21-35
“It is very cool and convenient the way all these newer, big brands collide to make deals and make the experience easier for the user.”
Male 16-20
“That two separate successful companies are joining together to make another discount and more convenient delivery and offer for you.”
Female 36-49
“I didn’t know they had a deal! I haven’t used Grubhub but would be inclined to use it, knowing it has a deal with Amazon.”
Female 21-35
“Grubhub and Amazon is an amazing collaboration! My two favorites combining their services is wonderful!”
Male 36-49
- Second-by-second trace reflects a spike in engagement at the presentation of the GrubHub $0 delivery for Prime members visual:
- Each creative appealed across the most frequent and infrequent food delivery users, as well as across ethnicity, reflecting the strong consideration built by the campaign/collab.
- Competitive ads also in the spotlight over the 90 days ending 11/8/24 include the DoorDash :60 on its Project Dash support of food insecurity and Uber Eats’ :60 “Football is for Food”:
- Each of these ads gave viewers a similar inspiration to purchase/visit the respective brands. With an openness to consider multiple food delivery brands, Grubhub can consider maintaining/increasing support behind this campaign to keep the offer top of mind and optimize participation.
- The advantage for the GrubHub campaign is the ability to convey the Value and Convenience being offered in a much shorter timeframe, allowing for broader reach/budget optimization and far less risk of viewer attrition prior to main message delivery:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: Grubhub