Feastables
Guerilla Building Projection
How Feastables Challenged Reese’s by Winning Real-World Moments
Feastables set out to launch its new Peanut Butter Cups with a clear goal: chip away at Reese’s dominance — a brand with near-universal recognition and decades of built-in habit.
So they leaned into unmissable guerrilla marketing as their GTM move, showing up where their audience actually lives and enjoys life — because that’s where attention spikes, memories form, and cultural relevance is earned.
Quan Media Group — the powerhouse OOH shop behind the concept — engineered a strategy rooted in high-visibility and contextual heat.
They didn’t just buy placements; they mapped the real-world rituals of Feastables’ ICP: graduations, playoff nights, concert flows, nightlife corridors, citywide gatherings.
Every placement was tied to a real-world moment where people were together, emotional, and receptive.
A clean reminder that impact isn’t about buying more media — it’s about showing up in the moments that matter to people.
6 cities, 1,200,000+ impressions, lasting impact
Don’t Outspend the Giant — Out-Context Them
Feastables understood a truth more brands are waking up to: you don’t win by flooding a city with ads.
You win by showing up in the exact moments when your audience is in the right emotional mindset.
Because context is a psychological impact multiplier – when a brand intersects with a moment of joy, tension, anticipation, or celebration, the message lands harder, sticks longer, and feels more culturally relevant.
This is the playbook for challenger brands wanting to punch far above their weight.
Why This GTM Move Was Built to Win
High-Visibility
Step one is capturing attention — and they did this by selecting unmissable building projections.
Culture
Cultural context acted as a force multiplier, turning simple impressions into lasting brand memories.
Play Different
Instead of trying to outspend a category giant, they outmaneuvered it.
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