Crown a new consumption occasion / When it comes to creating a new consumption occasion, it’s important to rethink when and why people consume your product can give them both emotional and functional reasons to buy from you. Grubhub has nailed birth as a new consumption occasion to target, connecting with tired emotional new mums by delivering up a much fantasised meal for free and pushing takeout as the most satisfying post-birth option.
Also, earlier this year, a wave of new mums started posting their post-birth meals made up of all that they couldn’t eat when they were pregnant on TikTok and the campaign effortlessly taps into this shareable TikTok phenomenon, inserting itself into a current trend.
Delivering at the right time / The campaign attempts to build a habit of ordering through Grubhub among the key demographic of young mums. Finding time to cook and eat a healthy diet is a challenge for this audience, busy adjusting to sleepless nights and constant baby supervision. While parents can turn to meal boxes or look for tips online, this campaign pushes takeout as the most satisfying option. By extending the Special Delivery promo with a free year of Grubhub+ for qualifying mothers, it promotes their long-term usage of the app and boosts customer loyalty after the promotional period ends.
