Uber Collaborates with Lay's for Picnic Delivery

Published 08/22 2014 08:14PM

Updated 08/22 2014 08:24PM

courtesy Uber.com
ItemUber recently launched its courier service and Lay’s debuted its new “Do Us a Flavor” campaign. In a collaboration meant to benefit both brands, the two came together in New York to offer free pre-made picnic baskets if you entered a promotion code into the app and “unlocked” the limited time feature. The free picnic baskets contained two Katz’s deli sandwiches, two bags of Lay’s new flavor competition chips, two bottles of Aquafina Water, pickles, oranges, and a picnic blanket.

Why it Matters: Perhaps its appropriate that picnics—known as romantic opportunities to share a basket of food—were used to demonstrate how two brands could partner for a little of what we call “Superbranding.” This is when brands team up in creative ways with product launches, advertising campaigns and promotions that showcase the best of both brands. It helps brands connect with familiar audiences as well as introduces a second brand to a new audience.

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