Grubhub

Associate Creative Director of Copy

No fees over $50 Superbowl spot

In February 2026, Grubhub took to one of the world’s largest stages to introduce a category-shifting offer: no fees on restaurant orders over $50. The announcement debuted with a 30-second Super Bowl spot and extended into a fully integrated 360 campaign designed to capture and sustain national attention. As Associate Creative Director of Copy, I directed the copy team across channels, ensuring a cohesive narrative from broadcast through digital, social, OOH, product, CRM, and B2B. In close partnership with strategy and insights, I continuously refined the messaging to reflect real-time consumer response, strengthening clarity, relevance, and performance across the campaign ecosystem.

Rebrand

Following Wonder’s acquisition of Grubhub in January 2025, Grubhub had a unique opportunity to shed its legacy association with its former parent company, Just Eat Takeaway. The resulting rebrand introduced a bold, modern identity to signal a new chapter. I led the copy team in defining and codifying Grubhub’s renewed tone of voice, ensuring it aligned with the brand’s vibrant new visual direction.

Amazon Prime & Grubhub+ Partnership

Grubhub teamed up with Amazon Prime to offer Prime members free Grubhub+, with benefits like $0 delivery fees, credit back on pickup orders, and exclusive deals. However, most members didn’t know about their benefit. To change that, we created a playful, attention-grabbing spot to spread the word. After launch, I led voiceover revisions that helped increase top-of-mind awareness by 4 percentage points in key markets.

Campus OOH

This campaign was designed to boost awareness of Grubhub and Grubhub+ among college students. That’s because students have access to a school-affiliated account, but few are aware of its benefits. I led copy to focused on delivering fun, attention-grabbing lines that not only resonated with this younger audience, but clearly explained what’s in it for them.