Postmates has enlisted entrepreneur, food icon and television personality, Martha Stewart for a series of humorous TV ads in the goods delivery company’s first national television campaign.
The real-life scenarios with Stewart show that life in the kitchen isn’t always perfect and sometimes you just need to ‘Postmate it.’
The series of films, rolling out throughout the summer, are the next phase in Postmates’ new brand campaign, which is designed to highlight how Postmates is a part of people’s everyday lives and understands the conveniences people require in today’s modern world. The campaign was created by Postmates’ newly announced creative agency of record, Mother Los Angeles and the new TV spots were directed by Andreas Nilsson.
"We are excited to unveil the second phase of our new ad campaign we call ‘Postmate It,’ featuring Martha Stewart. This campaign is meant to show how Postmates fits into our customers’ everyday lives, in a humorous and memorable way," said Eric Edge, senior vice-president of marketing and communications, Postmates. "Martha was the perfect person to work with on this campaign; she is an icon in food and entertaining and brings an amazing sense of humor to these spots. With our creative partners at Mother LA, I think we’ve captured the magic of Postmates to show how we’re more than just a delivery service — Postmates is a lifestyle."
In one spot, Stewart is seen preparing Thai chicken wings. Cut to a woman following along in her kitchen. Stewart says, “First, set your oven to broil, and remember that’s where you keep your sweaters.” The woman shrieks as she rushes to the oven to pull out a smoking sweater. Stewart then says, “You know what, just Postmate it.” Another spot shows Stewart in her lavish kitchen getting ready to make pasta carbonara with fresh eggs. Cut to a guy in his dark kitchen getting eggs out of the refrigerator only to see that there are none left. His slovenly roommate is stuffing all of them in his face in disgusting fashion. Stewart then recommends he “Postmate it.”
The story told in these new spots show that there is a perfect world where no outside distractions exist in preparing your favorite meal – that is the world of Martha Stewart.
“Postmates is about more than just food delivery, they are about food understanding,” said Joe Staples, executive creative director and partner, Mother Los Angeles. “We wanted to show that there are many reasons people order food, and that Martha and Postmates approves of them all.”
The two commercials are a part of a series of films that will launch throughout the summer, all of which feature Martha Stewart. The campaign will also include OOH placements, social video and a variety of radio spots in Postmates’ markets across the US.