A 360-degree Social and CRM campaign designed for Valentine’s Day, engaging both diners and drivers. This approach features a distinctive visual identity, incorporating typography, a vibrant color palette, and carefully curated art direction for an in-house photoshoot.

Client
Grubhub

Role
Design
Photoshoot Art Direction

Tools
Figma
Illustrator
Photoshop
Lightroom

Team
Co-Designer:
Ashley Brown
Oversight:
Phil Parcellano,
Darren Bridges
Copywriter:
Sarah Lawrence
Producers:
Yung Savolainen,
Charlie Streit
Photographer:
Kelly Simos

Challenge

The challenge was to engage diners and drivers effectively for Valentine’s Day, aiming for a unique experience resonating with both. A distinct visual identity was crafted, featuring typography, vibrant colors, and curated art direction. This aimed to evoke warmth, excitement, and love, enhancing the overall Valentine's Day experience.

Approach

Before Grubhub adopted new visual identity guidelines from its parent company in late 2022, each campaign had its own distinct look and feel, including this campaign. For Valentine's Day, the visuals aimed for a sophisticated date-night vibe, incorporating additional colors to the existing palette to enhance this new aesthetic.

Our in-house photoshoot was meticulously directed to feature clean, simple photography, with vibrant backgrounds that that complement the color palette. Soft lighting creates gentle shadows in the compositions, emphasizing the food, occasionally incorporating takeout elements and hands interacting with the dishes for added engagement.

Final shots:

Social & Email Strategy

Integrating both paid and organic methods, our robust social strategy as well as emails mirror the engaging style of dating apps, tailored to appeal directly to millennial and Gen Z singles. Targeting those active on dating apps and following Grubhub, we aimed to captivate and resonate with this audience through our content.

Emails: