FOODFIGHT!

Case Study: Postmates FoodFight! — Systems for Good

The Narrative
At KMM Creative Direction, we believe a brand’s true north is found in its utility to the community. When Postmates approached us with the challenge of massive logistical food waste, we didn't just see a problem; we saw a bridge to be built. We worked to transform a delivery giant into a local lifeline, proving that the same technology that feeds our cravings can also nourish our neighborhoods.

The Challenge
The food industry faced a jarring irony: local restaurants were discarding high-quality surplus food nightly while local shelters struggled with food insecurity. The barrier wasn't a lack of will; it was a lack of infrastructure. The creative challenge was to integrate a "giving" layer into the existing user experience that felt as effortless and high-end as ordering a meal.

Our Creative Strategy
We applied our Strategic Rigor to turn "waste" into "wealth."

• Intuitive Integration: We helped design a frictionless system where, with a single tap, merchants could request a Postmate to pick up surplus food and deliver it to vetted local shelters.

• Cultural Relevance: By framing the initiative as a "FoodFight!" against hunger, we shifted the brand perception from a transactional app to a socially aware neighborhood partner.

• Brand Stewardship: We ensured the visual language of the campaign remained sophisticated and authoritative, treating the mission with the same premium aesthetic as their high-fashion and "absurdist lens" editorial work.

The Result
What began as a pilot became a national movement.

Logistical Triumph: The program expanded to major cities including LA, Detroit, and Nashville, empowering over 600 restaurants to participate in the fight against food waste.

• Human Impact: Beyond the numbers, we fostered a visceral connection between the brand and its community. Postmates became the first courier service to foot the entire bill for these surplus deliveries, setting a new standard for corporate responsibility in the delivery category.

• Sustainable Authority: By 2026, this work stands as a testament to our belief that functional design is everything—the most beautiful systems are the ones that solve the world's most human problems.