Dollar General Selects Recess as Experiential Marketing Partner for DGMN

Program Overview

PepsiCo, in partnership with Gopuff, activated a “de-stress” lounge and distributed samples, custom “Campus Crunch Kits” boxes, and promotional flyers highlighting the activation on college campuses during finals week to drive awareness of its suite of products available on Gopuff. Digital integrations, including emails and social posts saw strong results.

"De-stress Lounge" activation at Michigan State University

Campaign Results

• 13 sampling and brand activation events across 3 universities
• 22% sales lift on Gopuff
• 56% open rate on sponsored emails
• 5% engagement on social media

"Campus Crunch Kit" boxes with promotional flyers

"Campus Crunch Kit" with QR codes to promote the Gopuff app

“During finals week I am studying crazy hours, so having snacks to take with me to the library right at my apartment was amazing. It reminded me I can order Gopuff too so that was a huge plus!”
- Student Resident, East Lansing

Rachel Lee

Marketing at Recess

Writes about CPG marketing and the coolest brand activation campaigns. A seriously casual golfer.