US – Food delivery service Postmates’ new advertising campaign addresses the stress felt by Asian American and Native Hawaiian/Pacific Islander (AANHPI) children when carrying their lunchboxes to school by flipping the narrative on its head. The School Lunch programme, which marks Asian-Pacific American Heritage month in May, was created in collaboration with some of Los Angeles’ best AAPI chefs who drew on their childhood memories to proudly prepare their favourite meals.
The ad stars actress Greta Lee, who appears in an animated form and tells the story of her mother packing traditional Korean foods in her school lunchbox that would invite mockery from her classmates. She recalls it as a great source of anxiety for her – often resulting in her throwing her lunches away. Fast forward to today and Lee expresses gratitude for the meals her mother would painstakingly make for her, wishing she had appreciated it more as a child.
Korean American restaurant Yangban in Los Angeles has created a kimchi pozole dish that will be available exclusively through the Postmates app throughout May. Postmates will also donate to the national coalition to Stop AAPI hate. As discussed in our Activism Eating Market, food activists are creating opportunities to connect communities and Postmates’ new campaign brings to the fore the diversity of food culture in the US.
Strategic opportunity
Marginalised communities are proudly embracing their cultures, no longer feeling the shame they endured as children. Brands that create opportunities to celebrate these experiences will form genuine connections with new audiences