Why GoPuff Is Betting on Humor, Star Power, and Street Buzz With Its Multi-Channel Campaign
GoPuff, the food and essentials delivery platform, is rolling out an experimental multi-channel marketing campaign as part of its ongoing partnership with NFL legend Tom Brady.
The campaign showcases GoPuff’s latest product launch GOAT Gummies, a line of organic, artificial ingredient-free snacks co-created with Brady through a mix of digital content and location based activations.
At the heart of the campaign is a hero video that humorously contrasts two versions of Brady: one “organic” and one exaggeratedly “artificial.” The spot highlights the brand’s commitment to clean ingredients while leaning into Brady’s personality and the playful tone GoPuff is known for. The financial terms of the partnership were not disclosed, but it’s part of a multi-year deal first announced in 2023.
Beyond the screen, GoPuff is bringing the campaign to life in New York City and Miami with a series of street-level activations. From GOAT-led walks to drones and other GOAT-themed surprises, the brand is aiming to create moments of delight and buzz that blur the line between product promotion and cultural stunt.
Tyler Stewart, Head of Marketing and Creative Partnerships at Gopuff, explained that the campaign was built around spotlighting the product’s key differentiators; being organic, vegan, and free from artificial ingredients.
However, Stewart added that it was important for the team to communicate those benefits in a way that felt fun, slightly irreverent, and true to the Gopuff brand. Stewart noted that Tom and his team were immediately on board with the creative direction, and filming on set complete with a rubber muscle suit made for an especially memorable and enjoyable experience.
“Generally, we want to further emphasize that Gopuff is your go-to for not only everyday needs & essentials, but also for the latest product and exclusive drops,” said Stewart. “We’re an innovative company, doing different things in fun ways. And of course, through our partnership with Tom, we want customers to understand the ‘why’ behind GOAT Gummies and what makes them the GOAT, so fans and customers can try the best gummies around.”
In 2023, Gopuff announced a long-term strategic partnership with Tom Brady focused on product development, content creation, fan engagement, community initiatives, and more. GOAT Gummies marks the first product to launch under this collaboration, signaling the beginning of a broader lineup of innovations between the brand and the NFL icon.
“We wanted to develop a campaign as unique as our new product to help share the GOAT Gummies story with the world,” said Stewart. “The video is a lighthearted demonstration of why we chose to create an organic, artificial ingredient-free snack.”
While the exact marketing spend for the campaign remains undisclosed, Stewart confirmed that a portion of the budget was dedicated to advertising on Instagram and TikTok.
GoPuff kicked off its influencer outreach with a simple but strategic goal: getting the product into the right hands. The team began by developing custom seeding kits designed to make an impression for its audience as it was delivered to cultural icons like Serena Williams, LeBron James, Ben Affleck, Kai Cenat, and more. These kits were sent to a mix of traditional celebrities in sports and entertainment, along with top social creators and streamers, to drive authentic, organic buzz around the launch.
On the content side, GoPuff partnered with popular NYC-based creators like @sidetalknyc and @whatisnewyork to produce engaging content that spotlighted the GOAT Gummies. Their work helped generate hype around a live New York City stunt, while keeping the product integration fun, native, and perfectly aligned with each channel’s vibe.
