• by Teresa Buyikian , September 27, 2023

This week food delivery giant Grubhub launched a new ad campaign in the U.S. featuring rap artist and food enthusiast Snoop Dogg. The effort, named after the original rap in the hero spot “Did Somebody Say (Grubhub),” originally launched in 19 international markets before heading to the U.S.

In the spot, Snoop raps the catchy track over a montage of the various outrageous locations where he has Grubhub deliver his favorite meals. Memorable lines and scenes include “wontons on a catamaran,” “a slice on the side of the hot tub,” and receiving his drink delivery to his private jet mid-flight as a Grubhub driver clings to the outside of the aircraft.

The work, created by McCann London, marks one of the larger marketing efforts from Grubhub in recent years. In addition to linear and connected TV, media includes OOH, paid and organic social, in-product placement and a consumer sweepstakes.

The campaign saw much success overseas before arriving in the U.S.; in the first three days after launch in the UK, Snoop’s “Did Somebody Say” spot had more than 4 million views.
Marketing Daily asked Ariella Kurshan, Grubhub senior vice president of growth and marketing, about the campaign’s overseas success and decision to work with Snoop Dogg.

Marketing Daily: Snoop’s “Did Somebody Say” spot had more than 4 million views in the UK. Where else has the work appeared?

Ariella Kurshan: This campaign has been on a “global tour” since 2020 and to this day, people are still singing the track in the streets. The campaign’s track record includes 18 million views of the ad on JET’s YouTube channel, and globally, the track now exists across 19 markets including the Netherlands and Canada, with more than 1 billion impressions across all social media platforms.

Marketing Daily: What was the inspiration behind the campaign?

Kurshan: At the heart of the “Did Somebody Say” campaign is … the message that no matter what you’re craving, Grubhub is always the answer – whether it’s a morning coffee or late-night munchies. We worked with Snoop Dogg to drive home this message by conjuring up extravagant delivery orders and showing customers that Grubhub can deliver what they want when they want it, even if it's getting wontons on a catamaran.

And to capture the essence of the fun lyrics, we wanted to bring the campaign to life via a colorful and vibrant TV spot, while also incorporating Snoop Dogg’s signature style.

Marketing Daily: Why choose Snoop as a spokesperson? Will this be an ongoing relationship?

Kurshan: With Snoop Dogg at the helm of the “Did Somebody Say” launch in the U.S., we’re tapping into his incredible mass appeal to stand out amid consumers’ busy lives. He is a legendary entertainer and food fanatic with enduring star power that resonates across generations and countries. We really enjoyed collaborating with Snoop to bring ”Did Somebody Say" to the U.S and we’d love to work with him again in the future.

Marketing Daily: How involved was Snoop himself in the campaign?

Kurshan: Snoop Dogg is the mastermind behind this creative campaign. He tapped into his bold musical talent to create an iconic and catchy “Snoopified” song for the TV spot. The video was shot on location and in Snoop Dogg’s compound in LA, as he was transported through a number of outrageous scenes, from sitting back on a modified Grubhub chopper motorcycle, relaxing back in an oversized clam shell, to getting a delivery 36,000 feet in the sky… you can’t get a cooler set than that, right?