"Despite having supported this partnership through a number of channels with less focused campaigns, awareness [is] still very low," she explained.
"We joke that this is a 'brick on the forehead' communication. It's meant to wake people up and make this benefit unmissable."
Grubhub's data shows Prime members who are aware of the partnership hold higher positive perceptions about the brand, reporting more trust (25% lift), connection (22% lift), and consideration (14% lift).
The playful cross-channel push focuses on two characters, an Amazon delivery driver and a Grubhub courier, who bump into each other during their respective rounds.
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