As Postmates Unveils New Campaign In The Oscars, Marketing Chief Eric Edge Prioritizes ‘Human Truths’

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As Postmates Unveils New Campaign In The Oscars, Marketing Chief Eric Edge Prioritizes ‘Human Truths’
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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 : 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.

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 wasthat Grubhub lost ground while Postmates rose to nearly 10% of market share, up from 6% five months ago. The creative is surreal, even absurd : 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.

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.

He added, “We’re in a business journey: The business continues to grow and you can see those numbers. But for us it’s less about where we are in that journey and more about maintaining one of our key differentiators, which is really understanding the consumer and connecting with them in that human way rather than focusing on the tactical components.”

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