- On-demand food delivery company Postmates rolled out a campaign in New York City to emphasize how it can deliver anything from anywhere. The "We Get It" campaign includes out-of-home (OOH) wallscapes, subway ads and interactive extensions across the city, according to a press release.
- Postmates refers to select New York merchants in each of its ads, which have humorous lines, like: "You want the No. 1 tacos in New York without being the No. 384 person on the waitlist for them. Tacombi. We get it." Omnicom-owned creative agency 180LA and media buyer MBMG developed the campaign for Postmates.
- Chloe., Halal Guys, Milk Bar, Shake Shack, Tacombi and The Meatball Shop are among Postmates' most popular New York merchants whose products or services helped to inspire the campaign. Each merchant will run a week-long free-delivery promotion in the next six weeks.
With competition in the delivery space heating up, Postmates is smart to highlight homegrown brands in the "We Get It" campaign that are popular with New Yorkers, who tend to be time-pressed and looking for convenient and quick foods on the go. Postmates hopes to position itself as well-suited to a densely populated area like New York City where traffic tie-ups, crowds and long lines make every errand a challenge.
Postmates provides access to more than 270,000 merchants and completes more than 2.5 million deliveries a month. Merchants reported growth that was 3.7x faster after they teamed up with Postmates. That kind of growth in big metropolitan markets such as New York or Los Angeles is understandable, but expanding into less populated regions may be a challenge as both consumers and companies have different preferences.
This isn't the first time Postmates has looked to ramp up its marketing in high-traffic urban areas. In December, the delivery service partnered with the Bravo TV network on a fleet of robotic rovers for select deliveries throughout Los Angeles to promote the season 15 premiere of reality cooking show "Top Chef." Twitter users could follow the hashtag #topchefrobots to get live reports about the driverless rovers, which were branded with a special logo for the collaboration to drive excitement around the show's premiere and encourage passersby to snap and share photos online.
Meanwhile, gig economy apps like Postmates, Airbnb, Uber and Lyft are transforming significant parts of the economy with their ability to connect customers and service providers through mobile apps. Postmates helps to create $6.6 billion in U.S. economic activity each year, per a study published this week that estimated the broader effect of its service. Postmates sold more than $1 billion worth of goods by connecting more than 35 million households to local business in 300 U.S. cities. The company has 160,000 couriers who collectively earned $216.8 million last year, or an average of $18.32 an hour.