Grubhub is America's biggest online food ordering company. They're pretty incredible—they've helped to transform the way we discover, order and enjoy food in the USA. But over the course of ten years, tastes have changed, literally in terms of our tastebuds (hello quinoa and kale) and design aesthetics. How meals are hunted and gathered is a whole new world, dinner delivered by drone, anyone?
With new food delivery start-ups popping up each day, Grubhub was no longer the only kid on the playing on the block. They had yet to trigger a shift in behavior at massive scale, as 95% of takeout orders across the US are still placed by phone, not online.
A historic focus on ‘lazy’ aspects of takeout was now limiting their appeal to existing and potential members. There needed to be a shift in perception from ‘guilty takeout’ to a celebration of what we love about food, so they came to Wolff Olins to partner with them to achieve this.
We worked closely with Grubhub's executive team on a new brand vision for the business. The shorthand of that vision is 'Moving Eating Forward'. It celebrates the diversity of foods, places, and people — all brought together in one delicious place. The whole Wolff Olins design team had a hand in this, working on various design directions until we landed on the right fit. Illustrations came to life by best bud Albin Holmqvist, each hand drawn on paper and hand made.
So that was epic. Then we launched the new Grubhub by creating a nationwide advertising campaign leading with the idea of “Order food you love”. The joyful food revolution took to the streets, billboards sprang up in celebration, triggering hunger pangs across America. It celebrated the diversity of chefs, restaurants and diners across the United States of food. Shining a bright light on the real human moments we have cooking and eating takeout.
The campaign made full use of the new design system and storytelling style, and included television, radio, social, digital and OOH. Smart digital and social creates delight in the micro-moments that matter to diners nationwide.