Favor Deliver is launching its most extensive advertising campaign yet, solidifying its position as the quintessential Texan way to have food brought to your doorstep.
The campaign, named “How Texas Orders In,” features a series of light-hearted ads depicting newcomers to Texas as they discover the distinctive and occasionally amusing ways of doing things in the Lone Star State, including food delivery.
Developed by the Austin-based creative agency Preacher, the campaign embraces Favor’s identity as the favored food delivery app among Texans. This initiative marks Preacher’s debut work since being appointed as the creative AOR earlier this year.
The heart of the campaign lies in three 30-second spots, which will exclusively run in Texas across major markets. These spots feature freshly-arrived residents of Texas sharing insights they’ve gained about their neighbors and the state’s culture.
The central themes include the Texan love for Favor’s food delivery service, the peculiarity of Texan neighbors’ willingness to assist with various tasks, and the vibrant phenomenon of neighborhoods transforming into quiet enclaves during football season. Watch below:
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The out-of-home ads are in sync with the local approach, with messages such as “Proudly Unavailable in 49 States” and “Welcome New Texans. No State Income Tax = Extra Guac.” Social media posts will provide practical advice for newcomers (“Don’t rush to buy boots. We don’t all wear them. But do download Favor. We all use it for delivery.”) and playfully reference the four seasons in Texas (“Winter, Spring, Summer, and Football”).
Chris Rogge, Favor’s Senior Director of Brand and Creative, emphasizes, “This campaign is a special nod to show how much we love our loyal Texas fan base while demonstrating a Texas-sized welcome to those who are new to our state.”
The strategy behind the campaign is to narrate the Texan experience through the lens of newcomers, addressing the remarkable population surge that Texas has witnessed in recent years. With almost a 43% increase in population from 2000 to 2022, Texas has welcomed nearly 10 million new residents, far surpassing other states. By tapping into this shared experience, the campaign connects not only over food but also through the collective Texan identity.
Justin Ralph, Creative Director at Preacher, elaborates on the campaign’s concept, “Having some fun with that and letting newcomers tell us about what they’ve learned so far, allowed us to both introduce Favor to a new audience and connect with Texans through these funny truths anyone who’s lived here a while can relate to.”
With “How Texas Orders In,” Favor and Preacher unite to create a vibrant campaign that speaks to the heart of Texan culture while celebrating the distinctiveness of the state and its affinity for flavorful food delivery.
The spots will be broadcasted on local linear channels, connected TV, and digital platforms.
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