Food Influencer Elita Ofek Takes Digital Brand to Tel Aviv Streets in JCDecaux Deal
Food influencer Elita Ofek is taking her digital brand to the streets of Tel Aviv in a historic partnership with JCDecaux Israel, turning hundreds of urban screens into virtual pop-ups.
Food influencer and entrepreneur Elita Ofek, a towering figure in digital retail with 234,000 Instagram followers, is bridging the gap between screen and sidewalk. In a historic local first, she is partnering with outdoor advertising firm JCDecaux Israel to bring her online-born brand directly to the bustling streets of Tel Aviv.
The ambitious campaign spans hundreds of urban advertising units and digital screens across major Tel Aviv transit hubs, effectively transforming them into virtual pop-up shops. As part of the activation, Ofek has curated limited-edition Mystery Box packages tailored to the unique profiles and neighborhoods of the city. Commuters and passersby are invited to photograph the installations, share them on social media, and enter an interactive contest where the winner earns a trip to her physical store to select items.
Blurring the Lines Between Digital and Physical
Reflecting on this unprecedented cross-platform leap, Ofek emphasized the symbiotic relationship between online engagement and urban life, noting that digital communities and physical spaces reinforce one another.
"The street becomes content on the web, and the web's content brings people back to the street. Online and offline do not compete; they feed each other, and that is exactly what we want to prove in this campaign."
She added that thousands of loyal customers already trust her enough to purchase closed boxes sight unseen, and she is thrilled to bring that trust directly to the heart of the city to meet her community face-to-face.
Shir Zakai, CEO of JCDecaux Israel, highlighted the strategic evolution of modern advertising behind the campaign, explaining that brands must create lasting cognitive impact through immersive experiences.
"Urban outdoor advertising is no longer an isolated channel, but a living meeting point that connects the street to the feed, driving action on social media and translating urban presence into proven business results."
This high-profile collaboration marks a fascinating milestone in Israeli influencer culture, proving that a robust digital community paired with clever physical placement can completely erase the boundaries between virtual commerce and the urban landscape.
