Texas-Only Food App Favor Targets Newcomers, Sends Up State
- by Fern Siegel , August 30, 2023
The Texas population is booming. From 2000 to 2022, Texas gained close to 10 million new residents — a 43% increase in population, according to Census.gov.
One aspect of such intense growth is culinary — it creates a greater demand for restaurant delivery.
Favor, the only restaurant delivery specifically for Texans, just launched its largest ad campaign to date. It's the first work by the Austin-based Preacher agency since becoming AOR earlier this year.
The integrated campaign, “How Texas Orders In,” features Texas newcomers learning the distinct, often funny ways their new state handles food delivery.
The centerpiece of the campaign, which runs only in Texas in its major markets — Houston, Austin, San Antonio, Dallas, Fort Worth — are three 30-second spots featuring new Texans sharing what they’ve learned about their neighbors. Spots run across local linear broadcast, connected TV and digital channels. They are Neighbors, Ghost Town and Yard Signs.
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Out-of-home ads push the message: “Proudly Unavailable in 49 States” and “Welcome New Texans. No State Income Tax = Extra Guac.”
Social media posts echo similar distinctions: “Don’t rush out to buy boots. We don’t all wear them. But do download Favor. We all use it for delivery.” They also reference the four seasons in Texas: "Winter, Spring, Summer and Football."
Favor’s hyper-regional focus is a key differential when competing with national delivery apps."As a homegrown Texas brand, keeping the rich Lone Star State's history, tradition and culture alive is important to us. It's what makes us unique, including how we order in," said Chris Rogge, Favor’s senior director of brand and creative.
Founded in Austin in 2013, Favor operates in more than 200 cities across Texas with over 100,000 runners (drivers), who have delivered more than 75 million Favors to date.
Justin Ralph, creative director at Preacher, added: "Over the past few years, there’s been this constant conversation in Texas about all the people moving to the state. Everyone has an opinion about whether it’s a good thing or not — and they’re always quick to share it. Having some fun with that allowed us to both introduce Favor to a new audience and connect with Texans.”
Preacher's client work includes Foot Locker, Shake Shack, High Noon, StreetEasy and ESPN.
