Social elements include TikTok, Instagram, X and Snapchat, the latter with a unique user filter. Influencer content is still to come.

As in previous work, “This Is Your Brain on Food” calls out local merchants like Howlin’ Ray’s and Katsuya in L.A., and The Salty and Bao’d Up in Austin.

Postmates intends to keep using the tagline going forward, citing its creative flexibility and easy customization. New spots will retain the framework of the floating head, spinning food and animated journey.

The new banner feels like a natural next step for the brand strategically, Hoffman said, and brings its marketing message “closer to the point of consumption.”