Waitr and Bite Squad grew as a result of finding unique middle markets often overlooked by big brands, but still large enough to support the growth of a food delivery tech company. As they scaled, competitors saturated these blue ocean markets, forcing the food delivery newbies to seek unique ways to stand out against the opposition. We were tasked with finding ways to help the food delivery service stand out in competitive markets across the country.
Research by Waitr and Bite Squad showed the audience for food delivery in their target markets were busy mothers. We developed an honest and hilarious messaging strategy, tapping into the real reasons why parents order delivery. It’s not for the healthiest options, or a certain type of food, or even to live more conveniently. It’s to keep balance in their chaotic lives, while also being able to feed their family. Enter Waitr and Bite Squad.
This project was such a blast to work on. During our brainstorming phase, we came up with roughly 50 video concepts. We edited that list down to only five and shot all of them in three days, utilizing our largest production crew to date. We had a lot of success working with Waitr in the past and this was no different. They gave us all the creative freedom needed to bring our ideas to light. My favorite parts were working with the production designer to create the illusion of a broken front door, and working with one of our wonderful actresses, Brittany, who was willing to adorn a breast pump in support of our crazy ideas.
Designing a single unified look for two different brands was intrinsically challenging, though the biggest challenge may have been striking the balance between humor, chaos, and authenticity. In the end, we were able to capture the struggle of everyday parenting in a fun and approachable way, without going completely slap-stick. The combination of bright, refreshing colors, clever copywriting, and relatable scenarios is what made this campaign award-winning.
This was such an incredible project to be a part of. From start to finish, the team worked together seamlessly to create a series of commercials and campaign assets for Waitr that were unique and different. The Waitr team was involved every step of the way and provided invaluable feedback throughout the process to help create the best work possible. Our team learned a lot during this process and the work speaks for itself - AMAZING!
ThreeSixtyEight is dedicated to our mission of uncovering unique ideas through smart research and uncommon thinking. With Waitr/BiteSquad, we uncovered the insight that more than half of mothers feel misunderstood by brands. This same, often overlooked group, could benefit most from a food delivery service. It was this insight that drove the creative and strategic vision for this incredible campaign.