If anyone knows about getting the munchies, it’s Snoop Dogg.
Grubhub has tapped the rap icon for a new marketing campaign called “Did Somebody Say,” which includes a music video-like spot of the rapper singing about his love for ordering delivery from the app.
In the spot, Snoop sings about his favorite delivery meals – chicken wings, burger, noodles and tacos, among them– with lyrics like “wontons on a catamaran” and “tacos in the chateau” on a stage that looks like the classic TV show Soul Train only the sign reads “Soul Food.” Backup dancers jump on a giant inflatable burger and and sport dresses inspired by packages of mayo.
During its first three days in the UK, the spot had more than 4 million views.
The campaign is one of the largest the brand has done in recent years. In addition to the spot, the campaign includes OOH, paid and organic social, in-product placement and a consumer sweepstakes. McCann London and Craft Worldwide worked with the brand on the campaign.The spot comes as the online Food Delivery market is projected to reach US$1.02tn in 2023, per Statista.
The TVC will air in select U.S. markets, as well as on Grubhub’s owned social media channels including YouTube Instagram and Twitter. Consumers can enter to win prizes with the #DidSomebodySayGrubhubSweepstakes by engaging on these channels.
