• by Teresa Buyikian , Yesterday

This week Grubhub rolls out its campaign for the Gold Days of Grubhub+, the brand’s month-long promo. Running from May 1 through May 31, the “Gold Days” give Grubhub+ loyalty members discounted menu items and BOGO deals from Starbucks, Sweetgreen, Popeyes and McDonald’s, among many other national chains, as well as local restaurant discounts.

The “Gold Digging Season” marketing effort kicks off with a :30 spot, seen here, featuring “Gary,” an otherwise average Joe living his life in suburbia. Except for one thing: He’s a Grubhub+ member, which makes him the most popular guy in town.  So his neighbors --along with a gardener, construction workers, the mail carrier, etc. -- are more than a little friendly, all flirting in hopes of getting some of Gary’s “gold.” His Grubhub “gold,” that is.

Created by Anomaly, the campaign also highlights Grubhub+’s 99 cent Gold Days offer, which gives new members six months of membership at 99 cents per month, representing 90% off the regular $9.99 monthly charge. The creative runs across TV, digital video, audio and social.

Launika Raykar, the company’s vice president of loyalty, partnerships and marketing, explained the campaign to QSR Insider.

QSR Insider: Why is the 99-cent offer hitting now? Why the loyalty push?

Launika Raykar: Consumers are more value-conscious than they've been in years. They're paying closer attention to what they're getting for their money, and that extends to how they evaluate loyalty programs.

The 99¢ sign-up offer is our answer. It's a major new entry point designed for high-intent diners who are already looking for ways to save but haven't taken the leap into membership yet. At 90% off for six months, we're removing the last bit of hesitation and meeting them exactly where they are.

During Gold Days, new members will experience Grubhub+ at its absolute best, delivering more free food items, BOGOs, and over $5 million in savings during the four weeks of Gold Days. The goal is that once they see and experience the value of Grubhub+, it becomes part of how they order going forward, with year-round benefits like $0 delivery fees, etc.

QSR Insider: Tell me more about the $5 million in deals — what can members expect to see?

Raykar: Gold Days runs for four weeks, with new deals dropping each week to keep the experience fresh and give members a reason to come back.

We’re offering more of what diners actually want: more free food, more BOGOs, and more 50% off deals than ever before. That includes fan favorites like free wings from Wingstop, BOGO Baconators from Wendy’s, $10 off Starbucks, free Chipotle entrées, etc.

We’re also featuring thousands of local restaurant deals, so members can discover value from the neighborhood spots they already love.

Importantly, Gold Days reflects all the ways people eat today. Beyond restaurant delivery and pickup, we’re extending value into meal kits through Blue Apron and grocery through Instacart on weekends, positioning Grubhub+ as relevant across even more everyday occasions.

QSR Insider: How does the new creative reflect Grubhub and what you're trying to communicate?

Raykar: In a category where every platform leads with the same message -- biggest deals, most savings -- we knew we needed to stand out. The creative had to do more than inform; it needed to entertain and make people feel what they’re missing by not being a member. That’s exactly what “Gold Digging Season” delivers. It’s built on a universal insight: When you have something great, other people want in.

[The spot is] funny, relatable, and clearly communicates that Grubhub+ members have access to something others don’t. And paired with the 99¢ offer, it gives new diners an immediate, compelling reason to join.