Spudbros partnership drives the next phase of Autotrader's brand campaign to drive even more buyers to partners' stock
15th January 2026: Autotrader has launched the second phase of its multi‑million‑pound brand campaign to ensure the UK’s largest automotive platform remains front of mind for buyers during key decision-making moments. The campaign has already delivered a massive 268 million impressions (opportunities to be seen) since October, and this next phase is expected to achieve a further 337 million through a combination of digital and physical media, supported by an exclusive experiential collaboration with social media stars, SpudBros.
The second phase introduces brand-new creatives and will run ‘always on’ until March to drive even more engaged buyers to retailer adverts during this crucial research and buying period.
To help extend the campaign’s reach, Autotrader has partnered with viral sensations, SpudBros to create their first drive-thru which will offer selected motorists free signature spuds while receiving an instant Autotrader car valuation. The Preston-born duo have built a cult following of more than 4.8 million fans on TikTok and Instagram for their over-the-top loaded potatoes and tongue-in-cheek humour. Known for turning comfort food into a viral sensation, the brothers have served jacket potatoes to a host of famous faces, including Will Smith, Ryan Reynolds, Hugh Jackman, Liam Neeson, Ant & Dec, and Mr Beast, the world’s most subscribed Youtuber.
Autotrader research shows that 44% of British car owners are unaware of their vehicle’s value. The drive-thru activation, therefore, is designed to not only boost brand awareness via national coverage and SpudBros’ millions of followers, but to also encourage motorists to visit the platform to value their car. A key objective is to empower drivers to choose the right time to sell and
The go-to destination for car buying
The broader objective for the brand is to reinforce the tech company’s position as the go-to destination for car-buying and selling, whatever part of the journey a consumer is thinking about or whatever is going on in their life that means they might need a new vehicle. Whilst the overall campaign has a broad audience appeal, the SpudBros partnership will have particularly strong appeal among younger[1] buyers, which as Autotrader’s research[2] highlights, is a vital segment of the market, with 92% believing car ownership is important.
Autotrader’s research also shows that younger buyers are the least confident demographic when purchasing a car. By driving more younger buyers onto its platform and addressing their need for greater support and reassurance though its technology and innovative solutions, Autotrader’s aim is to help its retailer partners unlock even more of this prime car buying audience.
Building on the momentum of our initial activity, this second phase of our brand campaign is designed to make a real impact during this pivotal period for the market. We’re excited to partner with SpudBros, whose trademark energy and huge social audience will help us connect with younger buyers in an innovative and memorable way. Whether it’s by leveraging our technology or our data, or through these significant marketing investments, we’re confident we can support our partners and truly move the dial where it matters most/
Rox Nejad, Head of Brand at Autotrader
The second phase of the campaign will be delivered across a broad mix of media beyond traditional channels, including digital radio, podcasts, and ‘out of home’ advertising (billboards, bus stop adverts, and digital screens in public spaces), supported by video, display, streaming, and social content. Autotrader will also be joining forces with eight family-focussed influencers each month, to deliver organic and paid content, as well as media partnerships with The Guardian and Mumsnet.
The campaign will also target Autotrader’s total audience of 11 million unique monthly users, as well as the five million followers and subscribers to Autotrader content. Indeed, to help engage and influence at all stages of the car buying journey, the campaign will also live on Autotrader’s owned channels and platforms including onsite, email, in app, and search, as well as organic social activity across YouTube, Facebook, Instagram, and TikTok.
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