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‘Special Instructions’ – How New York Eats

Seamless experiences first-hand how New Yorkers submit some exceptionally detailed and often hilarious requests with their online food orders. In our installment of the How New York Eats campaign, we ran with this inspiration and used real diner instructions to highlight some of these laughable lines.

We’ve brought them to life throughout the city with TV, social and a collection of illustrated subway ads. The campaign not only highlights a popular product feature, but continues to celebrate the thousands of diverse people who rely on Seamless every day to deliver their unique food preferences, and the variety of tastes that make NYC such an amazing food destination.

The campaign features real-life special instructions such as: “Please make one additional tiny version of my order for my hamster” and “Extra ketchup, please. I ordered a smoothie, but I am out of ketchup.”