Late Night Snooze Insurance

The Change that Matters

Grubhub struggled with awareness and perception of its campus-focused Grubhub+ Student membership program. We had to find a way to resonate with real college students to convert them to users.

The challenge? Many students weren’t aware it existed. And those who did questioned whether Grubhub had good deals, relevant selection, or use for off-campus ordering.

The Work

We uncovered a universal college truth: 72% of students have missed their late-night delivery order. So, we launched Snooze Insurance: a first-of-its-kind do-over meal for any student who slept through their delivery.

Every Saturday, Grubhub+ Student members could text “DELIVERY” to 1-844-954-OOPS to score their do-over meal. And we launched just in time for the biggest late-night weekend of the year: Halloweekend.

The launch was earned-led, reaching college newspapers and local news first, before expanding across campus through influencers who had genuinely snoozed on orders, wild postings in dorm bathrooms and college bars, and custom mailers to 50 sororities and fraternities. We even staged a sleeping student on campus surrounded by Snooze Insurance pizza boxes — turning the idea into unmissable outdoor media.

The Impact

Snooze Insurance converted the highest number of Grubhub+ Students ever in a single semester. 41% of participants were new diners — nearly 6x the benchmark. The campaign generated 637.2M earned impressions across 335 placements, more than doubling goals, with 100% favorable sentiment. Search volume surged 400%, brand favorability lifted 25%, and social mentions spiked 4x year-over-year on key campuses.