Dive Brief:
- Gopuff has launched its largest-ever national brand campaign titled “Bring The Magic,” per a press release. The multi-channel effort seeks to portray how the delivery service brings magic to everyday moments while defining the company’s “next chapter.”
- Made with Mother New York and Media by Mother, the campaign spans cinema, influencers, linear, connected TV, over-the-top, out of home and social channels. Launch efforts also included a presence on TikTok and ads within the NBA playoffs on ESPN, ABC and Turner.
- Additionally, Gopuff is riffing on its brown delivery bag, a central part of its branding, by issuing a series of limited-edition tote bags inspired by major cities and pop-culture moments, like “The Yes Chef Bag,” which nods to Hulu series “The Bear.”
Dive Insight:
Gopuff is going all-in with a national campaign that positions the delivery company as a seamless solution to everyday inconveniences, such as forgetting an ingredient for dinner or needing a quick sports drink. Key to “Bring The Magic” is a 60-second hero film that attempts to showcase the feeling of joy one gets from the delivery of the brown Gopuff bag as items are seamlessly delivered with just-right timing. The spot was directed by Adam Berg of Smuggler.
To launch the effort, the brand planned a TikTok takeover and a tie-in with the NBA playoffs. Additionally, campaign materials are being strategically placed in movie theaters. The hero film was shown in theaters for the opening weekend of the film “Challengers” and will similarly appear for the opening weekend of “The Fall Guy.”
Gopuff is also hoping to connect its brown delivery bag to relevant pop culture. First, the delivery service will issue a series of limited-edition, city-inspired tote bags in New York City, Miami and Philadelphia. To further connect with culture, there will be themed collections such as “The Yes Chef Bag,” “The Situationship Bag,” “The Prepper Bag” and “The Dial Up Bag.” Together, the campaign helps frame the company’s “next chapter,” per release details.
“Bring The Magic is a strategic campaign designed to share that magic with a broader audience while also serving as a promise to our existing customers that, with Gopuff, their every day can be a bit more special. By taking a more refined approach with this campaign and the creative, we’re growing up, without growing old,” said Tyler Stewart, head of marketing and creative partnerships at Gopuff, in a press statement.
Gopuff has often made its quick delivery of snacks and other items a mainstay of its advertising. In October, it partnered with M&M’s to offer a solution for consumers who run out of Halloween candy too soon. The brand last April also launched an election-style campaign, titled “I Puffed Today,” for 4/20, a popular holiday celebrating weed culture.
