MunchAdo.com

Find What You Crave

Challenge
Introduce a brand new way to discover food online to a market oversaturated with competitors.

Strategy
This young market was populated by old, stiff brands—we broke the mold.

Solution
Entertain, educate and epitomize the target audience at every opportunity.

Brand Comms

The Brand

The name and brand mark draw inspiration from the original hipster, Shakespeare. He was a man of the people, using commoner language to tell noble stories. Known for gracefully swinging from the dramatic to the absurd in his plays and sometimes in the same sentence, he was on the cutting edge of theater, modernizing the medium with a fresh new perspective. One of his most famous plays, Much Ado About Nothing, was the foundation for the pun that became the name MunchAdo.com—a scrappy upstart that goes against the grain with a motormouth and sharp wit.

The Voice

The MunchAdo.com voice wants everyone to have a good time, even itself. It will poke fun, crack jokes, and push you to find what you love because everyone deserves what they want. It’s your friend who knows you best and refuses to take anything too seriously.

Advertising & Marketing

Brand Advertising

I worked with my creative director and art directors to position Munch Ado in the mind of customers. We worked on dozens of different concepts and campaigns, bringing Munch Ado to market.

Making food fun again

Faced with the challenge of introducing, familiarizing and educating the New York audience about Munch Ado, the first branding campaign focused on the way MunchAdo.com fits in users' lives rather than how they will fit MunchAdo.com in to theirs.

Relatable scenarios were presented with the corresponding tags that would be associated with that kind of search on MunchAdo.com.

APP DOWNLOAD

On social, ads were created to educate the audience about the versatility of having food at your fingertips. On mobile, ads focused on quickly communicating the experience of downloading food.

MYSTERY MEALS HALLOWEEN

For Halloween, we asked users to let us choose food adventures for them. They could enter what type of costume they were wearing that year and we would send them food matching that theme.

KITCHEN DISASTERS

Like ads were created taking aim at the Millennial generation's aversion to cooking. Through relatable situations and reassurance, MunchAdo.com was established as the solution they've been looking for.

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MARATHON FUEL

Ads were created around the most popular shows on Netflix. These ads establish MunchAdo.com as a brand you can sit down to a good TV show with.

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BACK TO SCHOOL

At the beginning of the fall semester, ads were created letting students know where to go to learn about the best food in NYC.

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images.squarespace-cdn.jpg — Behavioral Marketing

I worked with the head of marketing to develop customer journey funnels and messaging that bring users back to Munch Ado’s website/app. We achieved this by expanding on the MunchAdo.com story, making offers and pleading, in a loving way, for their return.

SEQUENTIAL MESSAGING

After introducing MunchAdo.com as search for a user's food life, ads begin educating them about features including ordering, reservations and rewards benefits.

REGISTRATION OFFERS & REWARD EDUCATION

Ads were created promoting a $5 offer for registrations, which is less than what other competitors offer ($7, $10, $12), but still a good deal. The ads poked fun at how $5 can make -some- difference in NYC.

Rewards Education

These ads were only seen by users who visited their points page inside of their account. The ads reinforced the idea that when they order with MunchAdo.com, they're getting money back— money they can use to, again, do some things in NYC.

New Restaurant Ads

As MunchAdo.com added more restaurants to its offerings, we created ads introducing them to those who had already completed searches on MunchAdo.com. The ads featured new restaurants available that matched their search criteria by location, type of food and other criteria.

End Funnel Ads

After a user had gone through the various storytelling and offer ads, they were hit with a final set of ads that playfully invited them back...one last time.