Delivery is a fact of life in the city. Sometimes, there just isn't time to swing by three different bodegas to pick up the right ingredients for dinner. Sometimes, there's no stove in your apartment, and you're cursed with a mini-fridge. So a host of delivery services have sprung up to assist the busy urbanite. Food, booze, laundry, office supplies, medication--it's all available with a few taps on a phone.
The glut of options has set off fierce competition between services, often relying on out-of-home placements on mass transit or crowded walkways. Food delivery app Seamless did it with bright, old-timey illustrations. Postmates--which delivers not just food, but literally anything a person can walk out of a store with--is going in the aesthetically opposite direction.
Simple, single-color billboards and subway ads present knowing nods to New Yorkers' cravings with plenty of local insights. Postmates has partnered with local favorites Halal Guys, by CHLOE., Milk Bar, Shake Shack, Tacombi and The Meatball Shop, name-dropping their tasty offerings. The "We Get It" campaign, originally rolled out in Los Angeles, has been adapted to NYC by Postmates' creative agency of record 180LA (which has at least one copywriter who grew up in the city). Over the next six weeks, the local joints will each offer a week of free delivery, too.