Spotted a giant kebab in Camden or Westfield White City this week? Don’t worry—your eyes aren’t deceiving you. It’s all part of Waitrose’s latest campaign to encourage us to try something new this summer.
Retailers are finding increasingly inventive ways to grab our attention these days, and Waitrose’s latest efforts are no exception. Joining forces with Wonderhood Studios, MG OMD, Grand Visual and Talon, it has created two special billboards in London with a giant kebab skewer breaking through the posters. The whole idea is to highlight one of its summer campaigns: ‘Anything is a kebab if you put a skewer through it!’.
With one in Camden and the other in Westfield White City, the billboards are designed to cut through the usual summer food advertising and encourage Waitrose customers to try something new over the season, and have a little fun.
Both locations were strategically chosen by Talon, presumably because Waitrose shoppers are partial to a wander through these parts.
The campaign titled ‘Let your summer side out’ is centred around the idea that mealtimes are more flexible over the summer thanks to impromptu get-togethers and a more relaxed schedule, changing the way we usually eat. In this case, seasonal produce is explored as Waitrose customers are encouraged to enjoy being more spontaneous around their food choices. That insight into summer spontaneity informed the media planning and buying by MG OMD, which led to the idea for the larger-than-life campaign.
“We really wanted to have some fun with these billboards,” says Nathan Ansell from Waitrose. “Summer is for letting your hair down and being more spontaneous about food, and this campaign is designed to encourage customers to do just that.”
“We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it,” adds Jack Croft from Wonderhood. He concluded that it absolutely is.
Geraldine Ridgway at MG OMD said they wanted the billboards to make people stop in their tracks. “It’s been great seeing the large formats come to life and amplifying our strategy to spark spontaneity this summer. The sites chosen were carefully selected, ensuring they would be frequented by our desired audience, who can then go get some delicious Waitrose summer food.”
The idea was developed by the creative team, Chiara Piccirillo and Coel James. Grand Visual facilitated the production and build of two giant kebabs featuring 3D food items, as well as their installation at each location, working closely with Wonderhood Studios to ensure each component looked realistic from all viewing angles.
So if you’re passing by Camden or White City, keep your eyes peeled. You might just spot a tomato, halloumi chunk, or even a mini pineapple, all skewered for your amusement—and maybe even your dinner inspiration.
