Favor Delivery Goes for Gold for New Membership Programme

Favor Delivery, the only delivery app by and for Texans, is making a bold play for its most loyal customers with the launch of Favor Gold - a new monthly subscription program offering $0 delivery fees, exclusive savings on H-E-B groceries and local restaurants, birthday rewards, and more.

To launch the membership, Favor have crafted a multi-platform campaign covered in gold that puts Texas food and culture centre stage through an anthemic film, OOH takeovers, and a line of exclusive, limited-edition merch - all of which invite their audience to “Subscribe to the best of Texas with Favor Gold.”

The film takes viewers inside a spectacular Favor Gold universe - inspired by Texas culture and beloved Texan cuisine - where a charming guide leads them through a golden dining room, tortilla factory, and even a classic Texas music venue; each setting highlighting a different benefit of membership.

Furthering the excitement around the launch, Favor will be giving away a line of Golden Goods, a special collection of handcrafted accessories celebrating some of Texas’ most iconic foods. Part tribute, part conversation starter, the Golden Goods include:

- The BBQ Body Pillow – A full-body comfort pillow crafted with tender, Fall-Off-the-Bone Foam

- The Chicken Earwings – Radiant, golden chicken-wing shaped earrings for anyone craving bold style and chicken on their ears.

- The Bowl-O-Chili Tie – A Texas twist on the classic bolo tie, featuring a mini chili bowl with golden spoon tips

The goods and their custom, food-themed packaging were made in partnership with The Art Supply Shop, along with local Texas jewellery-maker, Cyrus James Goodhart, and visual artist, Kate Rusek, who regularly designs costumes and props for Saturday Night Live.

A social video, inspired by nostalgic TV infomercials, teases the items and captures Texans’ imaginations - showing them how they can take their love of Texas cuisine just a little too far.

The Golden Goods can be claimed here in ultra-limited drops in March, starting with the BBQ Body Pillow on Friday, March 7th at 10AM CST, here.

“Favor Gold is the only delivery membership designed just for Texans, offering more savings, more convenience and more ways to support local," said Sarah Aitken, senior vice president of marketing at Favor. “We’re excited to celebrate the launch of Favor Gold with our Golden Goods collection — made for those who love Texas food a little too much.”

The campaign was created in partnership with Favor’s creative agency of record, Preacher, and will run in key Texas markets across paid digital, social, out-of-home, unique in-store placements at H-E-B, and through multiple influencer and content partnerships.

"To break through we crafted a unique campaign that elevates Favor above competitors through our authentically Texan lens. Without a celebrity budget, we had to dig deeper to create genuine connections with Texans that resonate on a personal level,” said Ignasi Tudela, creative director at Preacher. “This campaign embodies every creative team's dream – while also revolutionising sleep comfort with a signature Texas BBQ Rib pillow, naturally.”