- Grubhub is heading to the Super Bowl for the first time ever to promote the fact that they have permanently dropped delivery fees on orders over $50.
- The ad, directed by Yorgos Lathimos, stars George Clooney at a dinner party where he says that Grubhub will eat the fees.
- The spot will run during the third quarter in the fourth commercial pod.
Grubhub launched the first-ever mobile food delivery app in 2009, disrupting the food delivery industry. The company aims to disrupt the category again by dropping all delivery fees for good (not just as part of a limited time promotional offer).
The new offering comes a year after the delivery food app was acquired for $650 million by Wonder. The company aims to grow its foothold in the category by dropping fees.
“We literally founded and disrupted this category,” says Grubhub’s vice president of brand Marnie Kain. “And now once again, we are disrupting. We’re turning the category on its head, all in service of the consumer.”
The brand tapped acclaimed director Yorgos Lanthimos to tell the story for its big game debut because he “has just such a wonderful way of taking the familiar and making it feel strange, even absurd, to the point where you can’t look away,” said Kain.
“As the teaser says, we’re putting our mouth where our money is,” says Kain. “I love that line because it really is so true as to the bold move that we’re making in the category.”
George Clooney “brings a voice of reason that says, you don’t have to do this. You don’t have to eat those fees. Grubhub is eating the fees,” Kain explained.
