AD AGE: Grubhub is emphasizing its customers’ feelings in a campaign that focuses on how you respond to your favorite food—and putting words to the emotions.

The campaign, “That Grubhub Feeling,” directed by Jack Cole, comes as food industry marketing battles continue to intensify with restaurants reopening.

The focus is on “owning the emotional space around food,” said Jody Friedericks, senior VP of brand creative at Known Global, the creative agency behind the campaign.

The campaign, launching today, has eight spots including one showing a woman becoming “ensushiastic” before she puts a maki roll in her mouth.

The word is part of the new “lexicon” Grubhub has created to describe how you feel when you get exactly what you’ve been craving, said Known’s Friedericks. Other words such as“chewphoria,” “fantasnack,” "pizahhh," "meatitation" and “eggzilaration” are also attempting to join the more commonly used “hangry.”

While the brand’s competitors–such as Uber Eats and DoorDash–focus on convenience or variety, Grubhub is seeking to “create something culture could grasp onto so consumers could make it their own," said Friedericks.


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