This twice-annual, month-long campaign featuring exclusive offers for members of our paid Grubhub+ program balances acquisition and retention promotional messaging.

Core Messaging

For our summer 2024 campaign, I created weekly themes to connect each week’s partner offers. Each theme provided a creative wrapper for that week’s marketing comms.

In-app

We utilized our app’s announcement carousel to promote dozens of partner offers throughout this campaign. I created messaging for these placements that adhered to strict legal and character limitations while still prioritizing our brand’s tone of voice.

This full-funnel campaign required both acquisition and retention messaging, including partner-specific promos and broader calls to action.

Memes and social posts targeting organic engagement were vital to making this campaign feel fresh and exciting over the course of four weeks.

In addition to acquisition and retention emails (left), I wrote B2B emails that would drive participation in this promo from our SMB partners across all markets (right).