Grubhub is getting into the Huge Sport for the primary time.
The meals supply service introduced on Wednesday that it’s going to air its inaugural Tremendous Bowl business in 2026, marking its first nationwide marketing campaign since being acquired by Marc Lore’s Surprise Group final November.
The corporate provided few particulars concerning the inventive idea or timing of the spot however positioned the transfer as a sign of renewed funding in its model.
“For over 20 years, the model has pioneered meals supply,” Grubhub mentioned in a press release. “And now, as a part of Surprise Group, it’s able to tackle the largest stage in promoting—and soccer.”
“Twenty years in the past, we related diners to their favourite native eats, and now we’re getting into a brand new period,” mentioned Marnie Kain, Grubhub’s vice chairman and head of brand name. “Our first-ever nationwide Huge Sport spot is essentially the most definitive sign of our renewed funding within the Grubhub model and a large model refocus for the class we helped construct.”
A renewed push below Surprise
The advert will signify Grubhub’s first main model funding below Surprise, which has snapped up a flurry of meals and media holdings in fast succession.
Lore, an ecommerce pioneer who offered Diapers.com to Amazon and Jet.com to Walmart, based Surprise in 2021.
Along with buying Grubhub, Surprise purchased meal-kit service Blue Apron for $103 million in September 2023 and digital media community Tastemade for $90 million in March, signaling its ambitions to construct a vertically built-in meals ecosystem spanning content material, supply, and commerce.
Grubhub joins its main rivals, DoorDash and Uber Eats, in embracing the Tremendous Bowl as a automobile for elevating model consciousness. Neither DoorDash nor Uber Eats has confirmed Tremendous Bowl promoting plans for subsequent yr, however each firms have made constant appearances through the recreation lately.
The 2 companies have used their Huge Sport spots to cement cultural relevance—Uber Eats with its celebrity-packed Century of Cravings and DoorDash with comedic, product-driven campaigns like DashPass Math.
Grubhub’s long-awaited debut suggests Surprise sees the Tremendous Bowl as the proper platform to reintroduce the model to customers and reclaim floor in a crowded class. In response to a March 2024 report from Bloomberg Second Measure, DoorDash leads the class with roughly 67% market share within the U.S., adopted by Uber Eats at 23%. Grubhub captures simply 8%.
Particulars about game-day activations, promotions, and the advert’s inventive group will probably be launched nearer to Tremendous Bowl LX, which is able to air Feb. 8 on NBC.
“The Huge Sport is the place manufacturers make their greatest statements,” Kain mentioned. “We will’t wait to remind America why we’re the authority in meals supply.”
