- Quick company Gopuff launched a recent election-style campaign, titled “I Puffed Today,” for 4/20, a well-liked holiday celebrating weed culture, per details shared with Marketing Dive.
- The effort features a partnership with influencer The Fat Jewish, who features in a campaign video and 4 teasers. Gopuff may even tour Manhattan to dole out discount codes and conduct on-site interviews with help from the “Good Children” podcast hosts Joe Hegyes and Andrew Muscarella.
- The campaign spans social media, out-of-home and digital channels and likewise includes branded merchandise. Gopuff joins a slew of marketers trying to capitalize on the vacation, which has develop into more widely accepted within the marketing world as marijuana legalization gains traction.
Gopuff is leaving no doubts about its 4/20 intentions this 12 months. “I Puffed Today” marks the primary time the delivery service has outright embraced its ties to weed culture — including through its brand name — in accordance with the press release. Other brands, including BIC and Jack within the Box, have recently unveiled similarly daring 4/20 campaigns, pointing to the impact looser restrictions around marijuana use is having on marketing.
Gopuff’s campaign replicates the classic jargon related to election season. The name of the hassle, “I Puffed Today,” is supposed to poke fun at well-known “I Voted” memorabilia. In a promotional video starring Josh Ostrovsky, known publicly as The Fat Jewish, the social media influencer — who appears pantsless — elevates 4/20 as crucial national holiday while dramatically asking community members whether or not they’ve recently “puffed.”
Additional teasers round out the hassle, including one which promotes The Fat Jewish’s Gopuff order, continuing the identical election theme while playfully making it known that the corporate is just not a “weed app.” Partnering with The Fat Jewish could help the brand expand its reach, with the influencer boasting nearly 10 million Instagram followers and past tie-ups with major players like Burger King. The campaign was made in collaboration with production partner The Times.
Helping spread the word is an out-of-home activation by the brand. Today (April 20), Gopuff will take to the streets of Manhattan in a van — dubbed the “Puffing Place” — making stops at Washington Square Park, Astor Place, Union Square and Bryant Park. The interior of the van boasts private booths meant to duplicate voting booths, where visitors can scan a QR code to receive a reduction to make use of on Gopuff’s munchies-themed page inside its app.
To construct further excitement for the pop-up gathering, the corporate is enlisting “Good Children” podcast hosts Hegyes and Muscarella to conduct man-on-the-street style interviews and pass out “I Puffed Today” merchandise, including stickers, lighters, rolling papers and snacks.
Gopuff’s latest campaign could help boost business as consumer demand throughout the quick-commerce sector lags. The company, which was founded in 2013, recently cut 2% of its workforce, representing its third round of layoffs up to now 12 months. Others within the category have felt the strain, including Food Rocket, a Chicago-based quick-delivery startup that shut down in March. Meanwhile, major players like Instacart and DoorDash have been exploring alternative revenue routes, including shoppable TV ads.
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