David wanted to raise awareness for its newly launched, premium line up of protein bars in NYC.
CROSSWALK MEDIA cherry picked 11 trucks operating dedicated routes through Manhattan and Brooklyn’s trendiest and most affluent neighborhoods. After 2-weeks of strong initial performance – the David team greenlit extending the program from 12 weeks to a full year and increased the total size of their NYC metro fleet to 20 trucks.
By pairing asset density with population density, David's guerilla fleet was able to subtly build trust and boost credibility with consumers through repeated, high impact exposure that created the perception that their bars were being delivered everywhere, all the time.
When the year was said and done, their program had delivered an estimated 157.6 million high frequency impressions for less than a $2.00 CPM in the country’s most expensive outdoor advertising market.
Having established itself as one of the fastest growing food brands in history, the David team had big plans to rollout nationwide across major retailers in 2026. To help support the expansion they elected to double down and take their partnership with CROSSWALK MEDIA to another level with a yearslong, 120 truck program spanning 11 markets in 2026.
"Working with CROSSWALK MEDIA shortly after we launched David surpassed expectations. Their delivery trucks operate constantly in high value areas and offer CPMs that are incredibly attractive compared to traditional billboards. They also provided a unique credibility boosting benefit by making it look like David bars are being deleivered everywhere, all the time. Expanding our partnership to 11 markets to support our nationwide retail rollout in year 2 was a no brainer. Highly recommend to any CPG or product company wanting to make a big impact on a budget."
