Making the price point impossible to miss
Gopuff came to Breaking Ads with a clear objective: convince UK consumers that rapid delivery doesn't have to cost more. Their creative positioning — Aldi Prices, Rapid Delivery — needed media weight behind it. The kind of presence that makes the comparison stick in a crowded market where price perception drives switching.
The challenge was scale. Gopuff needed national coverage across multiple demographics simultaneously — commuters, families, urban shoppers — without fragmenting the message. The answer was OOH, bought and placed by one team, across every relevant format.
One message. Every surface.
We planned and bought media across the full OOH stack — bus supersides and taxi supersides running in London, Manchester, Birmingham, Leeds, Glasgow and Bristol. Large format digital billboards on key arterial routes. Small format paper sites and digital six-sheets at street level in high footfall retail zones.
The London Underground was a key activation point. Paper and digital sites across the network put the campaign directly in front of commuters during dwell time — the moment when a food delivery offer lands hardest. Cross-track and escalator panels ran concurrently to maximise frequency.
All media was planned in-house, negotiated directly with owners, and trafficked through a single point of contact. No handoffs. No gaps between the strategy and what actually went up on the wall.
30% sales increase. Highest turnover on record.
Sales increased 30% during the campaign period. The month the OOH ran became Gopuff's highest sales turnover month on record and their best ever month for new customer acquisition.
The price comparison message landed. Consumers who had never considered Gopuff as a value option changed their behaviour. That shift is what OOH at scale — planned correctly and bought with leverage — can deliver.