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.
Image Credit: Sunbasket
What Makes This Trend Stand Out
- Branding Relaunch
- Opportunity for food delivery services to pivot their branding strategy in response to the pandemic.
- 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.
- Convenience Offering
- Brands can cater to consumer demand for convenience by continuing to offer meal kits in addition to general food delivery services.
Sectors Adopting This
- 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.
- 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.
- 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.
