Gopuff’s brand-building drive gets celebrity boost from Tom Brady

• Gopuff has struck a multiyear partnership cope with Tom Brady, adding to a bigger brand-building push from the ultra-fast delivery company, in accordance with a press release.  
• The recent NFL Hall of Fame inductee, who was already an investor, will aid with content creation, product development and other initiatives. Brady is curating a latest health and wellness category on Gopuff and Brady Bag collections themed around specific events.
• The celebrity tie-up follows the debut of Gopuff’s largest national ad campaign up to now in April, a part of its “next chapter.” The company, which flourished at the peak of the pandemic, has struggled with several rounds of layoffs as demand for delivery services has cooled.

Gopuff continues to expand its brand-building efforts through the pact with Brady, one of the crucial iconic NFL quarterbacks and an investor within the privately held company. The addition of the celebrity athlete as partner sees the ultra-fast delivery service pushing harder into health and wellness, a vertical that can now have its own category on the Gopuff app and website selling goods comparable to Brady’s Nobull training shoes and plant-based nutrition line TB12. 

For Brady, the deal presents a chance to advertise his own brands to a wider audience, in addition to work with Gopuff on future launches that might be exclusive to the platform’s shoppers. Brady can be helping introduce Gopuff’s first celebrity tote bag and collection, a part of Gopuff’s offering of prefab orders that include quite a lot of products tailored to specific occasions or interests. A previously available bag created with the streamer Ninja is targeted at gamers and features snacks like Sour Patch Kids and Reese’s. 

In addition, Gopuff will act because the official quick delivery partner of Team Brady’s E1 electric powerboat racing team. Brady will assist with the event of Gopuff content, though the extent to which he might be involved with paid promoting wasn’t immediately clear.

Gopuff has been marketing itself more aggressively on the tails of rolling out “Bring The Magic” earlier within the spring. The campaign, made with Mother New York, depicts the enjoyment of getting a delivery at the suitable time, with a highlight on the corporate’s brown bags as a chunk of iconography. 

Around the identical time, Gopuff implemented 20-minute delivery options as a part of its subscription membership plan and ramped up its grocery partnerships, together with bowing a business-to-business arm aimed toward direct-to-consumer brands. But it has continued to contend with headwinds, recently shedding 6% of staff because it strives to succeed in profitability this yr, The Information reported.