Postmates, the food courier app, has released a new campaign to stand out in the food-delivery race.
Postmates has often fallen behind other delivery apps such as DoorDash, UberEats, and Grubhub. However, Postmates does lead in the number of restaurants available on its platform, according to a Gartner report on the topic, and in the past five months has seen a 10% increase in market share. To celebrate this prominent growth, the brand has created an ad campaign to remind customers of the convenience Postmates provides.
The new campaign appeals encourages customers to give into their cravings. The ad, which debuted for the first time during the Oscars, is a hallucinatory visualization of hamburgers fluttering through a subway car while the text “When All You Can Burgers Is Think About: Postmate It.” The ad blurs a daydream with reality as burgers soar through the air, smacking a subway passenger in the face mid-daydream.
To promote the ad, Postmates is going beyond video advertising. As such, it is also campaigning through digital, print, and out-of-home advertisements—all reiterating the objective of capitalizing on the consumer need for immediate indulgence. Print ads, for example, feature tongue-in-cheek copy, such as “Congrats On Your Date Ending Early. Postmate it.” and “Like Your Therapist Said, Self Care Comes First. Postmate It.” The brand’s whimsical ad strategy is meant to appeal to its urban customers, particularly millennials, who have been found to be the most “convenience seeking.”
Postmates’ eccentric campaign could give the brand the edge it needs to stand out in the commoditizing delivery market. By appealing directly to consumer cravings in a visually unique way, Postmates could connect with consumers on a new level.