Grubhub taps Anomaly for Big Game debut

Creative agency Anomaly has created and produced Grubhub’s first Big Game national commercial, marking a major brand moment for the food delivery platform. The work introduces a core pricing shift in which Grubhub covers delivery and service fees on restaurant orders over $50.

The campaign pairs actor George Clooney with director Yorgos Lanthimos and positions the fee-free offer as a long-term element of Grubhub’s business model rather than a short-term promotion.

A category statement on pricing

The campaign centres on a cinematic film airing during the third quarter of the Big Game, using an exaggerated dinner party setting to dramatise the impact of delivery fees. The creative device culminates with Grubhub absorbing the fees, reframing how large delivery orders are priced.

Anomaly’s work supports a wider value-led platform that aims to increase transparency at checkout while encouraging higher order values and repeat usage.

From broadcast to integrated rollout

The Big Game spot acts as the launch point for an integrated campaign extending across out-of-home, digital and in-app activations. The wider rollout is designed to challenge consumer expectations of delivery pricing while reinforcing Grubhub’s positioning within the category.

The activity is supported by restaurant-led offers that can be combined with the fee-free benefit on qualifying orders.

Creative leadership behind the campaign

Howard Migdal, CEO, Grubhub: "For too long, ordering delivery has come with sticker shock. Today, we’re rethinking how delivery pricing works and putting money back into customers’ pockets. ‘Grubhub Will Eat the Fees’ reflects our vision for a more affordable and sustainable delivery ecosystem."

Marnie Kain, VP and Head of Brand, Grubhub: "A business shift this fundamental required a creative vision to match. By pairing Yorgos’ perspective with George’s presence, we’ve translated a pricing change into a cultural moment that challenges how people think about delivery."

George Clooney: "Grubhub is great, working with Yorgos was fantastic, and I’m pleased to be part of this campaign."

www.grubhub.com

www.anomaly.com

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