Every year, Grubhub and Seamless release a nationwide report on the year in food. It showcases our brands as leaders in the delivery space, especially our deep understanding of our diners and broader food trends. My copywriting partner and I realized that leveraging this data could also be an opportunity to surprise and delight our diners. How could we drive brand preference and ignite social conversation with these insights?

We pitched a personalized email campaign to leadership, hoping to reward diner loyalty and improve retention and order growth. After approval, I concepted, designed and art directed all digital creative for both Grubhub and Seamless, collaborating closely with my copywriting partner, as well as the social and growth teams. Aside from surfacing personalized categories, we also highlighted how diners supported restaurants and drivers in 2020, which was critical during the pandemic.

The campaign delivered over 200 million impressions, hundreds of pieces of media coverage, and thousands of social posts. It was often compared to Spotify Wrapped.

Assoc. Creative Director: Jeff Deibel
Senior Designer/Art Director: Kaitlyn Richert
Copywriter: Hank Green
Illustrations: BBH NY

December 2020