In just another testament to the phrase “Everything is bigger in Texas,” the Lone Star State’s population has grown 43% since 2000—more than any other U.S. state. Favor, the food-delivery service available only in Texas, is reaching out to these new residents to show “How Texas Orders In.”

The campaign from Austin creative agency Preacher humorously highlights things new Texans might notice about how locals get things done. The cornerstone of the integrated campaign is a series of three spots that show new Texans ordering their food through Favor and learning something quirky and uniquely Texan about their neighborhood.

One spot hyperbolizes Texans’ penchant for always offering to help with yard work. 

Another likens a Texas neighborhood to a ghost town when it's game day during football season, complete with tumbleweeds and an old man blowing on a harmonica. 

The third shows a proud mom broadcasting every accomplishment her children have achieved through an overabundance of yard signs. 

Out-of-home ads reinforce the local angle with messages such as “Proudly unavailable in 49 states” and “Welcome new Texans. No state income tax = extra guac.” Posts in social media will offer hints to newcomers, including “Don’t rush out to buy boots. We don’t all wear them. But do download Favor. We all use it for delivery.”

“How Texas Orders In” embodies what differentiates Favor from national delivery apps, according to Chris Rogge, Favor’s senior director of brand and creative.

“As a homegrown Texas brand, keeping the rich Lone Star State's history, tradition and culture alive is important to us,” Rogge said. “This campaign is a special nod to show how much we love our loyal Texas fan base while demonstrating a Texas-sized welcome to those who are new to our state.” 

The work Preacher’s first for the company since being named AOR earlier this year.