Postmates Sauce Bar at Coachella

From Jennifer Lawrence’s internet-breaking tastebud torture on Hot Ones to TikTok Ranch Ratings, last summer’s pop culture was all about the SAUCE. When our friends at Postmates wanted to be on the tip of everyone’s tongues, we knew just what to do to give people big feelings in their mouths.
We came up with the tastiest plan: drop the perfect sauce to complement our LA-native foodie flavors and make mouths everywhere water with the juiciest, most hunger-inducing campaign. So we tapped Benny Blanco, Grammy award-winning hit maker and passionate cook (plus bonus points for being Selena Gomez’s freshly baked fiancé), to concoct a custom sauce.
And where else would we launch a custom sauce with a musical icon than at the world’s most influential festival? So we brought it to Coachella with the world’s first Sauce Bar: a retro-futuristic flavor lounge that turned Coachella VIP into a drippy, dippable, can’t-miss cultural splash. Sauces were dispensed from beer taps retrofitted to pour bottomless flights of sauce over fries and tater tots, while a second bar served up alcoholic “saucetails” for the bold and the curious.
The space was inspired by ’70s cocktail bars, then smothered in saucy colors like mustard yellow, spicy red-orange, and creamy neutrals. Custom fabrication and art installations turned the activation into the backdrop for content creation and high-profile brand interactions from creators, celebrities, and foodies all getting lost in the sauce together.
To add more sauce on top, we delivered the Coachella flavor to LA’s favorite restaurants (Bludso’s BBQ, Irv’s Burgers, Monty’s Good Burger, and Prime Pizza) to create a Secret Sauce menu. This menu featured twists on their most popular items with Benny’s sauce - available only on Postmates.
Everyone in the U.S. deserved a taste, so we bottled up our Secret Sauce and launched it for nationwide shipping alongside Benny’s cookbook, “Open Wide.” The result was a flavorful, multi-platform campaign that blended food, music, and culture into one unforgettable experience that left fans hungry for more.