September 2021 - Designed and Produced by MKG: Freelance Producer
In a strategic move to inform New Yorkers about the synonymous nature of Seamless and Grubhub, we leveraged Grubhub's existing out-of-home campaign to craft an unmissable installation in front of the recently renovated Moynihan Train Hall. Positioned around an oversized delivery bag, guests were welcomed by sizable food figurines, creating a playful photo opportunity alongside a QR code offering a $5 discount on their upcoming order. To solidify the "Seamless = Grubhub" message, attendees engaged in a taste test featuring a two-pack of samples from Grubhub's premier New York-style restaurant partners. From piping-hot bagels sourced from Tompkins Square to mouthwatering slices of cheesy pizza from Joe's, the daily-changing delectable offerings were distributed to over 4,100 individuals within a dynamic four-day span. Notably, this activation resulted in a substantial 9.5% increase in positive sentiment within Grubhub's New York market.
This innovative campaign successfully merged entertainment with education, ensuring that consumers not only grasped the integration of Seamless and Grubhub but also enjoyed a memorable experience with delectable treats from the city's culinary gems. The positive response underscores the effectiveness of the initiative in resonating with the target audience and reinforcing the unified identity of Seamless and Grubhub in the bustling New York market.
Photos by Stefania from SprintStep
