Grubhub: Super Bowl Campaign
Campaign • Spring 2025
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For this speculative Super Bowl campaign, I asked a simple question: what if we stopped treating delivery drivers like background characters and started treating them like action heroes? The result is "Special Delivery," a 60-second commercial that plays like a John Wick fever dream, following a Grubhub driver fighting through mascots, cheerleaders, and an actual football game to complete the most high-stakes stadium delivery of all time.
Here's where it gets weird (in a good way): the ad doesn't end when the commercial does. During halftime, a real Grubhub driver runs onto the actual field. Same uniform, same energy, same commitment to the bit. It's transmedia storytelling that makes the Super Bowl itself part of the narrative!
The campaign includes a full ecosystem: social activation with #SpecialDelivery real-life driver stories, behind-the-scenes content series, game day activations, and even a mobile game. Budget projections target 4X ROI through earned media, with the explicit goal of making Grubhub the delivery app with personality.
Sometimes the best way to stand out is to be a little dramatic about it.