Millennial Opps: Postmates celebrates AAPI Heritage Month with new product, campaign

Sales Lead: Postmates recently celebrated AAPI cuisine with new school lunches.

  • The brand's campaign supporting its AAPI Heritage Month effort stars Greta Lee.
  • The campaign is all about loving food that we once criticized.
  • While people can only get the meals in LA, nationwide fans are encouraged to win autographed lunchboxes and a $500 credit by engaging with Postmates's social media platforms.
  • Reportedly, the brand will launch an additional video later in May 2023 that will feature Filipino influencer Bretman Rock.
  • Postmates also donated to the national coalition, Stop AAPI Hate.
  • The brand will likely:
    • Pursue additional influencer partnerships
    • Keep ramping up promotional material
    • Continue increasing digital spend
  • Target demographic
    • Millennials

Recent leadership shifts:

  • This launch closely followed Postmates's November 2022 promotion of its brand-specific marketing head Brittany Hoffman.
    • ​​​​​​​Hoffman joined the brand in January 2022 as its senior marketing manager.

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Postmates has spent approximately $1.3m on digital ads, 18% more than the approximately $1.1m spent within the same 2022 timeframe.
    • YTD data: The brand has earned around 110.8m digital impressions YTD via YouTube (81%), Twitter (9%), Facebook (5%), and Instagram (5%) ads.
    • Last year: In 2022, Postmates spent roughly $2.5m on this channel, less than a fifth of the roughly $15.5m spent in 2021.
  • Additional channel insights  
    • The brand utilizes OOH, digital, radio, local broadcast, Google Ads, Twitter, TikTok, and online video (via Youtube Android, Youtube IOS, and
    • Postmates sponsors podcasts such as Stuff They Don't Want You To Know, How Did This Get Made?, Critical Role, Pardon My Take, and Timecast IRL.

Additional agency insights:

  • Opportunity: Get in touch to see if parent company Uber seeks brand-specific support as it continues ramping up initiatives for Postmates.
  • Current agency roster (the Postmates brand):

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.