Seamless' 'wiseass and honest' ads aim to win over New Yorkers' hearts and bellies

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The takeout service hopes to fight off competition by uniting New Yorkers around their shared love of food

Seamless has launched a new campaign that aims to celebrate New Yorkers’ unapologetic attitudes and unique eating habits.

The food-delivery service rolled out a poster campaign — created by BBH New York — across the city today, with the slogan, "How New York Eats."

Each poster features bold typography and taps into certain truths that inform the way New Yorkers eat: Having a small, outdated kitchen; wanting to avoid people; and bizarre food cravings people develop living in a city founded on 24-hour service.

This is the first work to roll out since GrubHub, the owner of Seamless, named BBH New York creative lead earlier this year. A TV ad to accompany the OOH will be rolled out in October.

The campaign comes as Seamless faces increased competition in the food-delivery market from companies including Amazon and Uber, as well as recipe-delivery services like Blue Apron and Plated. For this reason, the campaign aims to "galvanize" New Yorkers, said Gerard Caputo, executive creative director at BBH New York.

The "no bullshit tone" of the ads is something that "really resonates" with the city's residents, Gerard said. "The creative has the wiseass, honest tone that New Yorkers gravitate toward, such as making fun of New Jersey and Westchester," he said.

"We are bombarded with out-of-home and food messaging on street level, so we wanted something that stuck out and looked good," he added. 


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