Postmates partnered with Martha Stewart for a series of funny commercials on the tail of the company’s new “Postmates It” campaign.
The 15- and 30-second video spots start with Martha instructing an audience on how to prepare one of her favorite recipes. The camera turns to someone in the real world watching who either can’t keep up or is missing one of the ingredients. When Martha realizes things are falling apart for the viewer, she encourages them to simply “Postmate it” instead.
The spots represent the next phase of Postmates brand campaign and will appear throughout the summer. Postmates also plans to integrate bespoke OOH ads, social and radio spots in its US markets.
The commercials are appropriate companions to the “Postmate It” OOH billboards, bus shelters and wall murals that the company rolled out over the past month. The aim of the campaign is to make the company name a verb, with headlines like, “Your sweatpants are calling and they want a burger. Postmate it.”
“This campaign is meant to show how Postmates fits into our customers’ everyday lives, in a humorous and memorable way. I think we’ve captured the magic of Postmates to show how we’re more than just a delivery service — Postmates is a lifestyle,” said Eric Edge, Postmates’ senior vice president of marketing and communications.
Postmates continues to empower local businesses, giving mom-and-pop stores an edge in the competitive digital economy while also freeing up time for its customers to do literally anything else. According to the company’s Economic Impact Report 2018, merchants using Postmates generated $1.2 billion in revenue through the platform as of Q1 2017.
According to research from App Annie, consumers ordered meals on mobile 130 percent more in 2018 than in 2016 globally. QSRs quickly acted on these insights and in 2017, McDonald’s announced a partnership with the Uber Eats to offer delivery, and Chipotle also followed suit by teaming with DoorDash to add a delivery option.