GrubHub Inc. Names BBH NY AOR for Seamless in New York

By Erik Oster Comment

GrubHub Inc, which operates GrubHub as Seamless in New York and London (following a 2013 merger of the two brands), has named BBH New York as its agency of record for the Seamless brand in New York, Campaign reports. BBH New York competed in a review of the GrubHub business about a year ago, only to lose out to Barton F. Graf 9000 — who created a Super Bowl pregame ad (featured below) and a regional Super Bowl ad which Adweek dubbed “This Year’s Craziest Super Bowl Ad” before ceasing to work with the brand in February (according to an agency spokesperson who talked with Campaign).

So far the full extent of Seamless’ advertising has been OOH ads in New York subways and on pay phone walls, which were created in-house. BBH told Campaign its creative for the brand “will appear on a variety of media” so expect to see the brand increasing its advertising profile going forward. The fate of the larger GrubHub account, meanwhile, remains unclear.

“We’re thrilled to be working with CMO Barbara¬†Martin Coppola¬†and the Seamless team,” said BBH USA CEO Pat Lafferty, in a statement. “Their passion for incisive strategy and courageous work make them the ideal partner. And, of course, we were already Seamless power users.”