When New Yorkers think or talk about ‘Melting Pot,’ they not just refer to the cosmopolitan nature of their city but also praise it for the diverse food options that are available in every borough of the city. Seamless, the food delivery service has always spoken about the availability of great food all across the city but also underlined the long queues for restaurant tables in its ads, indicating that it has the answer to this problem.
In its latest ad, Seamless tells New Yorkers about the best fresh pasta in Manhattan and delicious shawarma in Brooklyn and also that, they needn’t queue up outside a restaurant for that. They can get what they want without leaving home.
You are most likely to find piles of Seamless food bags lying in wait for hungry workers if you happen to walk into an office lobby in New York around noon on a weekday. The food delivery service, Seamless, has gone pan-America, across college campuses and workplaces in major cities including New York City, where folks are continuously moving around, working up serious appetites and looking around for good delivery services that can bring them their choice dish right where they are stationed. In the ‘Melting Pot’ ad, New York’s local flavor becomes obvious at the end of the spot, when the camera slows down on a city dweller, who in typical New York style, complains that it’s just too difficult to get a table at a good restaurant.
Seamless is easily accessible on its website and through a suite of apps and it is gaining in popularity with every passing day. In 2015 BBH New York was chosen by Seamless to handle its creative communications for its NYC business. Prior to that, Seamless used to manage its communication internally but as business prospects grew, the food-delivery company decided to focus more on its core function which was to deliver choice food to its customers. Soon BBH started the ad blitz across billboards and subways and bus kiosks all across Manhattan and before long New York came to think of Seamless as an essential part of its cuisine accessibility.
While talking about leveraging NYC’s cultural and culinary diversity, Dave Brown, creative director at BBH in New York, said “We always try to hit on some sort of cultural conversation that’s happening in New York City, and I think there’s an important one happening right now around diversity. We look at that and how we can express that and add that New York flavor to it.”