Postmates delivers free lunches inspired by Amazon's 'Marvelous Mrs. Maisel'

Brief:

Postmates is collaborating with Amazon Prime Video to let customers order meals inspired by the streaming platform's hit series, "The Marvelous Mrs. Maisel." From June 17 to 21, the companies are giving away "The Marvelous Mrs. Maisel Meal Pack," which features cuisine true to the show’s era and its Jewish roots, per an announcement shared with Mobile Marketer.
The meal packs include a pastrami on rye sandwich, a pickle, a black-and-white cookie and Steiner tomato juice. Each pack includes a special treat "from" Susie Myerson, a recurring character in the hit show, which won two Golden Globes and eight Emmys for its first season.
Canter's Deli, Lenny’s Deli and Art’s Deli in Los Angeles and Lenwich in New York are providing the food in the meal packs. The Postmates app is available for free download from Apple's App Store and Google Play.

Insight:

Postmates' delivery tie-in with "The Marvelous Mrs. Maisel" aims to showcase its delivery services in a competitive market, with food inspired by Amazon Prime Video's hit show. Mobile food delivery is a highly saturated market in larger cities, and this campaign may help Postmates to stand out among rivals like Grubhub-Seamless, Uber Eats and DoorDash. Amazon recently struggled to enter the business, this month abandoning its restaurant delivery service, Amazon Restaurants, although analysts expect the company to learn from its experience and apply it to its other delivery services.

This campaign follows a variety of others to help Postmates' service stand out. The company in March partnered with AEG Presents to streamline concession orders for attendees of the Coachella Valley Music and Arts Festival. Postmates also expanded its features through a partnership with The Infatuation, a digital restaurant discovery platform. Along with its new Postmates Party option, other tech features and exclusive partnerships, it appears to be focused on product diversification and differentiation as digital ordering increases.

Digital restaurant orders have grown 23% annually since 2013 and are expected to triple in volume by 2020, according to a report from NPD Group. Six out of 10 digital orders are completed by mobile apps, and third-party restaurant apps such as DoorDash, Grubhub-Seamless and Uber Eats make up 40% of the 20 most-used apps for delivery. The primary reasons for using a third-party app versus a restaurant branded app are looking up items, paying for meals and checking prices, per the report.

Meanwhile, Amazon continues to promote "The Marvelous Mrs. Maisel" with food-related experiences. Amazon in December resurrected the famous Carnegie Deli as a pop-up restaurant, notching 1.9 billion press impressions and 36 million social media impressions while serving more than 11,000 customers in just a few days. The pop-up restaurant and Postmates meal are both opportunities for Amazon to engage with consumers in deeper, more authentic ways.