Sunbasket new ad campaign dubbed 'Here Comes the Sunbasket' serves as a rebrand for the organic meal kit service. Now, the brand is aiming to recreate itself as a general food delivery service, as more Americans are spending time indoors, and away from grocery stores.
The brand had plans to evolve prior to the pandemic, but the needs in a post-COVID world align with what the brand was hoping to offer, speeding up the process. The announcement was made in the form of a national campaign, which includes print ads and a commercial. While the company is growing, they plan to still offer their meal kits, catering to those who prefer the convenience of the service.
Food Delivery Branding Pivots
The 'Here Comes the Sunbasket' Campaign Speaks to Brand Relaunch
Trend Themes
1. Branding Relaunch - Opportunity for food delivery services to pivot their branding strategy in response to the pandemic.
2. General Food Delivery - Increased demand for food delivery services has led to an opportunity for meal kit services to pivot to general food delivery services as seen with Sunbasket.
3. Convenience Offering - Brands can cater to consumer demand for convenience by continuing to offer meal kits in addition to general food delivery services.
Industry Implications
1. Food Delivery Services - More food delivery services may pivot their branding and offerings to cater to the shift in demand for convenience during the pandemic.
2. Meal Kit Services - Meal kit services have the opportunity to pivot to general food delivery services in order to accommodate the increased demand and need for convenience.
3. Advertising and Marketing - As food delivery services pivot and rebrand, the advertising and marketing industry can assist with creating and implementing new campaigns and messaging strategies.