Postmates, a challenger brand wanted to stand out among its competitors in the food delivery market. With quarantine in effect in the United States the goal was to find unconventional opportunities to raise awareness for the brand.

In a quarantine where everyone tried cooking or baking, we played off the moment to create a cookbook to help people “don’t cook”.

With over 200 pages, the Don’t Cookbook contains popular food “recipes”, only every recipe ends with a QR code to scan that lets you order the food directly from a nearby restaurant. Filled with art work, jokes and thoughtful design the book entertains as you wait for your food to arrive.

First pressing sold out in under 2 hours.

15.4 million earned media + 24 million organic and paid influencer impressions.