# At Fancy Food Show, MetroMesh Brings Outdoor Advertising Indoors

At this year’s Fancy Food Show, where hundreds of global consumer brands gathered to showcase products from Spain to Japan, one of the most talked-about displays wasn’t a snack or a beverage — it was a delivery bag.

Equipped with a built-in digital screen, the bag carried striking advertisements that drew steady attention from attendees. Many stopped to snap photos or ask questions, underscoring the novelty of bringing a traditionally outdoor medium into an indoor setting.

The activation was part of MetroMesh Media’s effort to rethink how out-of-home (OOH) advertising can meet audiences where they are — not just on city streets, but in lobbies, elevators, and event spaces. During the three-day exhibition, the company helped Byte’m Brownie, a fast-growing snack startup, stand out among the crowded field of international food brands by creating a hyper-targeted event takeover.

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Industry observers say the approach reflects a broader shift: as advertisers look for more contextually relevant and high-frequency touchpoints, formats that merge outdoor reach with indoor engagement are gaining traction. MetroMesh’s model extends this concept beyond trade shows, deploying fleets of ad-enabled delivery bags across New York City neighborhoods, from Gen Z hubs near NYU to tourist centers in Times Square and corporate districts in FiDi.

The idea is simple: turn everyday urban mobility into a media channel, one that follows consumers into spaces traditional billboards can’t reach. For consumer brands eager to cut through the noise, that proposition is beginning to resonate.