Postmates is launching its first-ever integrated brand campaign to raise awareness for the food delivery service. 180LA served as the creative partner while MBMG worked as its media agency.
The "We Get It" creative is a data-driven activation that incorporates real consumer preferences and contextual relevance over 50 bespoke out-of-home installations around Los Angeles.
The messages play off Postmates’s 2017 order trends, such as “When the breakup was bad, but only 360 calories bad. Halo Top. Postmates. We get it.” This references the most-ordered item, Halo Top ice cream, from the platform's Fresh Category in L.A.
Another missive mentions a 139% year-over-year rise in açaí bowl orders with “When you're afraid to pronounce açaí in public. Postmates. We get it.”
Under the media buy, the campaign appears via out-of-home billboards, bus shelters, "guerilla" postings, and interactive extensions across Los Angeles and nationally via digital and podcast extensions.
Although Postmates operates in some 50 U.S. cities, the platform is first focusing on the app’s largest market, Los Angeles, before expanding the campaign to additional places.
In addition, Postmates is teaming up with the ACLU to donate $2 per items ordered through its Drinks category nationwide through February.