Grubhub — Citrus Stunt
Orange Is the New Red
When Grubhub was acquired by JustEat they had to change their brand marks and signature color from red to orange. They tasked MKG with coming up with a stunt to grab consumer attention.
How do you get millions of people to care about a logo change? FREE FOOD.
We painted their top three markets (NYC, CHI, & BOS) orange with OOH that featured a simple message: Grubhub was buying the whole city dinner that night. Every placement featured a QR code for a free dinner.
How do you get millions of people to care about a logo change? FREE FOOD.
We painted their top three markets (NYC, CHI, & BOS) orange with OOH that featured a simple message: Grubhub was buying the whole city dinner that night. Every placement featured a QR code for a free dinner.
THE BUILD UP
To tease the event and help amplify the orange takeover, we created GIFs that ran as paid ads one week before the event.
The GIFs showed the Grubhub logo flicker from red to orange and then featured a mysterious date, sparking curiosity and anticipation.
ORANGE YOU GLAD…?
Then, for one day only, we blanketed NYC, Chicago, and Boston with an orange QR code. When people scanned it, they unlocked a free meal redeemable for dinner – from any local restaurant of their liking.
From a billboard in Fenway Park, to wrapping the double-decker buses in NYC, and even turning the Buckingham Fountain in CHI orange, we took our OOH campaign to the next level – ensuring that we caught everyone’s attention, no matter where you were that day!
