Gopuff, the US company that “delivers thousands of everyday items in as fast as 15 minutes” has stepped outside the usual advertising promises in tis category. Its campaign, Bring The Magic, by Mother New York focuses not on what it delivers or how quickly it delivers but the magical experiences it delivers – a forgotten ingredient mid-dinner prep, medicine in an instant while home sick…and virtually anything in-between.
“With a business predicated on speed and a team with its finger on the pulse of culture, Gopuff does more than deliver products – we create experiences,” explained Tyler Stewart, head of marketing and creative partnerships at Gopuff. “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.”
The campaign is led by a 60-second hero film, directed by Adam Berg of Smuggler, that also steps away from the category norm. It personifies the magic experience with a surreal visual story that explores the question, “What if the everyday could be so much more than everyday?”
“There’s a belief at Gopuff, from the founders to the micro-fulfilment centres, that there’s an opportunity to make life’s simplest moments and everyday necessities exciting,” stated Oriel Davis-Lyons, chief creative officer, Mother New York. “You feel it anytime you open the app and that’s what we wanted to capture with this platform and the work. The brand is on the threshold of becoming a household name, and we’re proud to partner with them on that journey.”
The campaign media developed by Media by Mother, covers activations, cinema, influencers, linear, CTV, OTT, OOH and social. Launch day included a TikTok takeover and presence within the NBA playoffs on ESPN, ABC and Turner. The hero commercial was also strategically placed in cinemas to captivate Gopuff’s target audience like never before – during the opening weekends of Challengers, starring Zendaya, and The Fall Guy, starring Ryan Gosling and Emily Blunt.
To bring the message “home”, the well-known Gopuff brown paper bag will become a series of limited-edition, premium tote bags, starting with custom city-inspired totes in New York City, Philadelphia and Miami. Later, Gopuff will make its bag famous with limited edition versions created in collaboration with talent and brand partners. In addition, there will be culturally relevant collections such as The Yes Chef Bag, The Situationship Bag, The Prepper Bag, and The Dial Up Bag.
