Self-styled, super-fast, on-demand grocery delivery brand Gopuff is ambushing the NFL’s showpiece game by getting a (comic) jump on the ‘Pepsi Super Bowl Halftime Show’ with its very own ‘Gopuff Quartertime Show’.
The delivery brand teamed up with agency Mirimar and musicians Lil Dicky and Cardi B on the ambush which was introduced through a teaser spot – which dropped a week ahead of the Super Bowl on 7 February – featuring both rapper, comedian and star of FXX show ‘Dave’ Lil Dicky and Cardi B with her own signature Whipshots vodka-infused whipped cream.
The social spot ran on the brand and star’s Twitter and revealed that after not being invited to appear in this year’s Halftime Show, Lil Dickey has teamed up with Gopuff to (nearly) bring to life his dream by fronting the first-ever live ‘Gopuff Quartertime Show’ across his Twitter and YouTube channels on Sunday, 13 February during the first quarter of the Big Game.
The spoof one-of-a-kind music spectacle featuring celebrity cameos will stream between the first and second quarters of the Super Bowl and has been designed by Gopuff to ‘deliver entertainment fast – as fast as Gopuff delivers everyday essentials’.
When @lildickytweets asks for a #Quartertimeshow, we deliver. It’s what we do. Don’t miss out. https://t.co/oSdqjLng1e
— Gopuff (@gopuff) February 7, 2022
The countdown is on for the #QuartertimeShow. It’s going to be better, faster, and more Quartertime-y than anything ever, all thanks to me…and @Gopuff. Tune in here on Sunday directly after the first quarter of the big game. #ad pic.twitter.com/aVEavDm9EQ
— Dave (@lildickytweets) February 7, 2022
Plus to incentivise usage and celebrate the Big Game, Gopuff will offer $10 off the first three orders for new customers at the start of the “Gopuff Quartertime Show” with the code QUARTERTIME.
The campaign was developed with creative agency MIRIMAR, produced by Prettybird and directed by Kitao Sakurai.
The inventive comic concept is Gopuff’s first Big Game marketing push and is designed to target key audiences ‘off network’ and ‘on social media’ during the Super Bowl.
“Like Gopuff, Lil Dicky was born in Philadelphia and has quickly amassed a loyal fan base who care about creativity and culture. As consumers’ consumption needs evolve—both in media and in delivery—we love that the Gopuff Quartertime Show instantly brings fans entertaining content faster than ever before,” explained Gopuff SVP Business Daniel Folkman.
“Gopuff is a hugely ambitious, active brand. Rather than buy a traditional 30’ sec spot and hope it breaks through, we created an entertainment platform that can be ongoing, achieve awareness and get people actively experiencing Gopuff,” added MIRIMAR. Founder and CCO John McKelvey.
The campaign was created by agency Mirimar for a Gopuff marketing team which included Dan Folkman (SVP Business), Erica Matthews (VP Global Marketing & Communications), Jessica Lauria (Head Of Brand Marketing), Heather Brown (Head Of Production), Sophie Novick (Brand Manager), Paymon Parsia (Senior Producer), Michael Raspatello (Head Of Category Marketing), Sam McGrane (Senior Producer), James Chang (Senior Producer), Joseph Jones (Head Of Creative Services), Marshall Osborne (Head Of Business Development) and Karly Bader (Chief Of Staff)
The agency team at Mirimar included John McKelvey (Founder & Chief Creative Officer), Luke McKelvey (Founder & Managing Director), Nick Morrissey (Executive Creative Director), Eron Broughton (Creative Director / Art Direction), Meredith Chase (Chief Strategy Officer & Partner), Mandy Wakimoto (Group Account Director), Bella Davies (Creative / Art Direction), James Kunzler (Creative / Art Direction), Winston Farley (Creative / Copywriting), Molly Barela (Group Account Director), Dieter Lebbe (Head Of Production), Holly Fisher (Senior Producer), Lindsey Reynolds (Senior Project Manager) and Cindy Lewellen (Business Affairs).
Prettybird produced the campaign with Director Kitao Sakurai, Vice President / Executive Producer Suzanne Hargrove, Director Of Production Tracy Hauser, Producers Carr Donald and Donald Williams, Production Supervisor Nick Shandra, DP Brian Lannin, Production Designer Kai Boydell and Wardrobe Stylist Romy Itzigsohn.
Music was by Lil Dicky with composition, sound design and editing by Barking Owl, music editing by Houston Fry, sound design by Gus Koven and mix by Mike Franklin.
Comment
Gopuff was founded in Philadelphia back in 2013 but recently launched in Los Angeles – the hometown host of the 2022 Super Bowl and claims to be able to deliver everyday groceries to more than half of Los Angelenos (7m) in as little as 20 minutes.
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