Sauced Lab recently teamed up with Urban Stash, a local contactless self-storage company serving Brooklyn and Manhattan, to launch a street-level wheatpaste advertising campaign throughout New York City.
The campaign featured two creative designs printed as 24x36 wheatpaste posters, supported by sidewalk stencils to create additional visibility at street level. While many brands looking to make a bold statement in NYC gravitate toward oversized 48x72 wheatpaste posters, Urban Stash took a different approach—and for this particular campaign, quantity was a major part of the strategy.
Why Urban Stash Chose 24x36 Wheatpaste Posters
When planning a wheatpaste campaign in New York City, bigger isn't always the only way to make an impact.
Urban Stash opted for 1,000 24x36 posters split between two designs rather than approximately 200 48x72 posters at a comparable campaign budget. This allowed the brand to significantly increase the number of placements available throughout the campaign.
The goal wasn't simply to dominate one wall with oversized creative. It was to create repeated exposure around the neighborhoods where Urban Stash operates.
With 1,000 posters available, Sauced Lab could continue installing and refreshing placements throughout a 3–4 week campaign, giving Urban Stash a much stronger opportunity to remain visible on the streets.
That's especially important when wheatpasting in Manhattan.
Why Quantity Matters When Wheatpasting in NYC
New York City is an extremely active outdoor advertising market. Walls and street-level posting locations can change quickly as new campaigns go up, particularly in high-traffic areas of Manhattan.
A campaign consisting of only 200 jumbo 48x72 posters can create tremendous visual impact, but those 200 posters may not provide enough inventory for a brand looking to maintain consistent visibility for several weeks in competitive Manhattan neighborhoods.
Brooklyn can be a different story. Depending on the neighborhood and individual placement, posters may remain visible longer than they would at heavily contested Manhattan locations. For a Brooklyn-focused campaign, 200 48x72 posters can therefore make a lot of sense when the objective is maximum visual impact.
Urban Stash, however, needed to reach audiences surrounding locations in both Manhattan's Lower East Side and Williamsburg, Brooklyn.
Choosing 1,000 24x36 posters gave Sauced Lab considerably more inventory to work with, making it possible to spread the campaign across both markets while maintaining enough posters for continued installations and refreshes.
Targeting the Lower East Side and Williamsburg
The campaign was strategically built around Urban Stash's two locations, with street placements selected to reach people living, working, shopping, dining, and moving throughout the surrounding neighborhoods.
In Manhattan, posters appeared along heavily traveled streets and corridors including 2nd Avenue, Essex Street, Broadway, West Broadway, and Canal Street.
Across the East River in Brooklyn, the campaign reached streets including Wythe Avenue, Kent Avenue, Manhattan Avenue, Grand Street, Bedford Avenue, and Lorimer Street.
These locations helped connect the campaign directly to Urban Stash's footprint in the Lower East Side and Williamsburg rather than spreading the advertising too thin across New York City.
The addition of sidewalk stencils created another layer of street-level exposure, allowing the campaign message to appear across multiple formats as consumers moved through each neighborhood.
24x36 vs. 48x72: It's About the Campaign Objective
There isn't one poster size that works for every NYC wheatpaste campaign.
A 48x72 poster provides an undeniable visual presence. It's large, difficult to overlook, and an excellent option for fashion, entertainment, product launches, events, and campaigns where making a bold visual statement is the priority.
A 24x36 campaign, however, gives brands the ability to prioritize frequency, coverage, and repetition.
For Urban Stash, the decision came down to campaign longevity and quantity. Instead of putting the budget into approximately 200 larger-format placements, the company invested in 1,000 street posters, giving Sauced Lab substantially more opportunities to place the brand in front of New Yorkers throughout the campaign.
That repeated exposure matters.
Someone may walk past an Urban Stash poster on Canal Street one day, see another near Essex Street later in the week, and encounter the campaign again while spending the weekend in Williamsburg. That repetition is one of the advantages of building a wheatpaste campaign around sufficient poster inventory.
A Smart Approach to Wheatpasting in New York City
One of the most important considerations when planning a wheatpaste campaign in NYC is having enough inventory for the market you're targeting.
Manhattan moves quickly. High-traffic locations are competitive, and placements can be covered faster than brands expect. For campaigns targeting Manhattan, having additional posters available for continued posting and refreshes can be just as important as the initial rollout.
Urban Stash understood that.
By choosing 1,000 24x36 posters across two designs, combined with sidewalk stencils and strategic neighborhood targeting, the company created a campaign designed not only to get noticed on launch day, but to maintain a street presence throughout its 3–4 week run.
For a local business whose customers are concentrated around specific NYC neighborhoods, that combination of quantity, repetition, location, and campaign duration can be extremely effective.
Launch Your NYC Wheatpaste Campaign With Sauced Lab
Whether you're considering 24x36 wheatpaste posters, oversized 48x72 posters, sidewalk stencils, or a combination of street-level formats, Sauced Lab can develop a campaign around your brand's budget, target neighborhoods, creative assets, and desired campaign duration.
From Manhattan to Brooklyn and throughout New York City, the objective is simple: put your message where people will see it—and make sure there is enough campaign inventory to keep it there.
Interested in launching a wheatpaste poster campaign in New York City? Contact Sauced Lab to start planning your next street-level OOH campaign.
