This is GrubHub’s second appearance on the Ads of the Week list in four months, making GrubHub a seasoned winner. Again, the online ordering brand used humor to effectively convey information while gaining consumer attention. GrubHub’s humorous 0:30 spot earns the title of Category Overachiever this week for its ability to succeed in the Websites category. In terms of highest Ace Score, Carrabba’s Italian Grill promoted its latest deal and consumers ate it up, earning it the title of Highest Ace Score.
Making an ad funny, across demographics, is a difficult task. Making an ad funny while also imparting information is even more difficult. GrubHub’s newest ad, “Order Online,” is able to do both seamlessly. The ad earned an Ace Score of 588, which is 18% above the Websites category norm for the last 12 months. “Order Online” opens with a man who just received the wrong order from a delivery person—guess he should’ve ordered his food using GrubHub.
Consumers, regardless of age or gender, awarded “Order Online” an Ace Score above the 90-day Websites norm. Men ages 36-49 especially found the ad effective, awarding it an Ace Score of 620, 28% above the 90-day Websites average.
The ad earned especially high component scores across each of the six components of Persuasion. The ad’s humor brought high scores in Attention and Likeability while the character’s dialogue in the ad brought high Information scores. Of course, the ad’s score in Desire is also notable, given it scored 22% above the Websites’ average.
The open-ended responses from consumers reveal just how effective of an ad “Order Online” is. Of the 500 people surveyed, 314 opted to leave feedback about the ad. Twenty-three percent of those responses mentioned how the ad is “funny”, with women ages 16-20 using the word most frequently. Consumers also reinforced the ad’s effectiveness using words like “attention” (5%), “entertaining” (3%) and “interesting” (3%).
GrubHub’s last Ad of the Week winner, “Flying Burrito,” has since earned 1.6 million views on YouTube. Does this new ad have the same viral potential?
Watch this year’s winning Ads of the Week by Category Overachievers.
Want to look back to 2014? Watch the winning Category Overachievers from 2014.
Carrabba’s Italian Grilled debuted the ad “Celebration” last week. Once 500 consumers watched and scored the ad, it entered our database with an Ace Score of 653, the highest of any ad to debut last week. “Celebration” combines tasty visuals and an attractive deal to earn its standout marks.
Consumers who are regular patrons of Carrabba’s especially loved the ad, awarding it an Ace Score of 828, 27% above the ad’s overall Ace Score. However, even consumers who have been to Carrabba’s in the past or would consider it in the future gave the ad high marks, above 650.
While the ad’s scrumptious visuals certainly stole a lot of hungry stomachs and high scores, more consumers—28%—actually found the ad’s deal to be the most enticing thing about the ad.
In fact, 8% of consumers even mentioned the word “deal” while 11% also mentioned the 15% “off” coupon in the ad’s optional response. To no surprise, another 11% also mentioned how “hungry” the ad made them.
While Restaurant ads frequent the Ad of the Week high scoring charts, it’s not often that a deal like this makes such a splash.
Watch this year’s winning Ads of the Week by Ace Score.
Want to look back to 2014? Watch the winning Ads of the Week with the highest Ace Scores from 2014.
