# Food Delivery Branding Pivots The 'Here Comes the Sunbasket' Campaign Speaks to Brand Relaunch By Ell Smith | Published 2021-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/here-comes-the-sunbasket References: [adweek](https://www.adweek.com/brand-marketing/sunbasket-moves-beyond-meal-kits-pandemic-home-eating/) & [sunbasket](https://sunbasket.com/) [Sunbasket](https://www.trendhunter.com/trends/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](https://www.trendhunter.com/trends/no-evil-foods) 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](https://www.trendhunter.com/trends/hellofresh-family), catering to those who prefer the convenience of the service. Image Credit: Sunbasket ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 92% | Activity: 98% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### 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. ## Related on Trend Hunter - [Flexible Meal Delivery Brands](https://www.trendhunter.com/trends/daily-harvest-2.md) - [Familial Meal Kit Campaigns](https://www.trendhunter.com/trends/hellofresh-hello-dinner.md) - [Freeze-Dried Meal Brand Refreshes](https://www.trendhunter.com/trends/mountain-house1.md) - [Senior-Focused Meal Kit Campaigns](https://www.trendhunter.com/trends/parsley-box.md) - [Delivery Mishap-Inspired Campaigns](https://www.trendhunter.com/trends/deliverbetter-campaign.md) - [Convenient Meal Campaigns](https://www.trendhunter.com/trends/keep-it-original.md) - [Comprehensive Modern-Day Rebranding Initiatives](https://www.trendhunter.com/trends/its-that-simple.md) - [Redesigned Culinary Mix Packaging](https://www.trendhunter.com/trends/sunbird.md) - [Healthy Restaurant Debuts](https://www.trendhunter.com/trends/harvest-kitchen.md)