GrubHub x Amazon Prime branded food truck serving a crowd in downtown Chicago

GrubHub × Amazon Prime / Chicago

GrubHub × Prime Zero Dollar Day

The first-ever $0 Day — a branded food truck, a larger-than-life donut and free Stan's Donuts for the whole Loop.

        
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The brief: drive awareness of the ongoing $0 GrubHub delivery benefit for Amazon Prime members through a newsworthy activation in a key city — highlighting the value of the collaboration and generating excitement for nationwide expansion.

BMF conceptualized and launched the first-ever Zero Dollar Day in Chicago, featuring a branded food truck serving free donuts, coffee and hot chocolate from the Chicago staple, Stan's Donuts. All guests were welcomed to enjoy the treats, while those who activated Grubhub+ for free with their Amazon Prime membership received complimentary gift cards from both brands.

Zero dollars. Maximum buzz.

112K Social impressions across the campaign.

1,000Product giveaways

1,750+F&B giveaways

4In-feed influencer posts

How we collaborated

Strategy / Design / Street / Social

Oversized donut teaser rendered over the Wrigley Field diamond

01 / Creative strategy

Guess the donut

Oversized donut teasers with local clues had followers guessing the location before the reveal — lucky winners scored discount codes, boosting anticipation.

Guests posing with coffee inside the giant inflatable GrubHub donut

02 / Experiential activation

$0 Day hits the Loop

The first-ever $0 Day in Chicago — a branded food truck and larger-than-life inflatable donut, with Brand Ambassadors serving complimentary Stan's Donuts and coffee.

Fully wrapped GrubHub x Prime food truck with donut and dollar-sign graphics

03 / Design & production

Co-branded, head to tail

Bespoke co-branded assets — a fully wrapped food truck and interactive elements — amplified the $0 Day experience and drove consumer engagement.

04 / Influencer marketing

Real-time reactions

Chicago creators Johnny Viti, Natalie Renee Koontz and Jami Alix built teaser content, street-style reactions and live recaps of the $0 delivery benefit.

The tease

Digital billboard trucks / Local clues

Oversized donut teaser rendered over Millennium Park and the Bean

LED billboard truck teasing the $0 delivery offer on a Chicago corner

Before the reveal, oversized donut teasers hit social feeds with local clues while an LED billboard truck roamed the city — followers guessed along, and a few lucky winners scored discount codes.

On the street / November 2024

Free donuts, warm hands, new members

Sprinkle-matched everything — cups, napkins, gift cards and a QR that put Grubhub+ one scan away. Passersby left with treats; Prime members left with $0 delivery.