San Francisco-based food-delivery company Postmates last night launched its new campaign during the Oscars. The power of craving takes center stage in the campaign, from Mother LA, and the spot in the awards-show broadcast featured a subway commuter with just one thing on his mind (and in his line of sight, and flooding the subway car): hamburgers. “If You Dream It, We Can Deliver It” speaks to the company’s ability to meet cravings head-on—delivering anything, anywhere, on demand. The campaign includes print, digital and out-of-home components.
The work is meant to get beyond the nuts-and-bolts technological capabilities of an on-demand food-delivery company and focus more on human needs and human satisfaction, said Senior VP of Marketing and Communications Eric Edge.
And it’s a competitive move in a very heated category with threats of commoditization and consolidation: DoorDash still dominates, with Uber Eats a close second. Last week it was reported that Grubhub lost ground while Postmates rose to nearly 10% of market share, up from 6% five months ago. The creative is surreal, even absurd (think Salvador Dali meets Michael Cheval): In the spot, hamburgers swirl in the air of the subway car, bouncing into poles and faces and each other as a passenger gazes on. And the voiceover transposes expected words: “When all you can burgers is think about: Postmate It.”
So why the Oscars, and why now? “The Oscars are interesting for us,” Edge said. “If you think about the Postmates brand, the idea that we are much more of a lifestyle brand that intersects with pop culture is a differentiator for us. We believe we built this brand intersecting with pop culture,” he said. And, he said, Postmates claims the top spot in market share in Los Angeles. “It’s our biggest market and has been for quite some time.” Edge said there is “authenticity and alignment…between us and a moment like the Oscars. The Oscars are when people are together, ordering food in, having viewing parties—that’s very relevant to us.” It’s a departure from last year’s campaign featuring Martha Stewart, which (again, absurdly) featured people making fatal mistakes when trying to follow Stewart’s cooking videos, only to have Stewart, frustrated, say, “Just Postmate it.” “It’s just a different campaign,” Edge said of that work. “Last year when we came up with the idea to launch with Martha Stewart; it was a bit of the unexpected,” he said. “This year we thought, there’s so much sameness happening in the category. I haven’t seen amazing storytelling that combines great storytelling with great cinematography and craft. So we thought, why don’t we tell this story of human truth—craving—and focus on the insight into the consumer instead of the tactical order process? We wanted to up-level the storytelling.”