Golden Child launched its first out-of-home advertising campaign in May, placing billboards, taxi wraps, subway ads and digital placements across three major U.S. markets.
The campaign, which began May 18, spans select neighborhoods in Los Angeles, New York and Miami. In Los Angeles, placements appear in Santa Monica, West Hollywood, Silver Lake, Echo Park, Venice and Los Feliz. Miami locations include Coral Gables, Downtown Miami, Coconut Grove, Edgewater and Miami Beach. New York placements cover SoHo, the West Village, Chelsea and the Upper East Side, as well as Williamsburg and Long Island City.
A limited number of the physical postings are maple-glazed bacon-scented, offering consumers a sensory preview of the brand.
The campaign was developed by Hilary Coles, co-founder of Hims & Hers, where she served as SVP of brand and innovation. Coles is a founding member of Golden Child and a partner at go-to-market studio Gossamer World.
Golden Child launched April 28, offering two main recipes and a line of functional toppers developed by a chef and a board-certified veterinary nutritionist. The company said the products are human-grade and manufactured in a facility previously dedicated to human food production. Recipes feature whole ingredients, including real cuts of chicken and beef, fruits, vegetables and whole grains, and are formulated to meet AAFCO complete and balanced standards.
