During the summer the food routines are altered. For the schedules, for the ingredients, for the ways of cooking. Everything is wrapped in an additional layer of fun, spontaneity and enjoyment, a situation that the British supermarket chain Waitrose He is celebrating in his new campaign.

He is doing it hand in hand with the creative agency Wonderhood Studios And under the Claim “Let your Summer Side Out” (Take your summer side), with a creative action of outdoor advertising which has turned the supports into skewers and morunos skewers. He has created two special structures in London, one in Camden and another in Westfield White City, with a skewer of giant kebab skewered and showing the message “Anything is a kebab if you go through it with a skewer!”

The facilities show Large and 3D forms of food such as peppers, tomatoes, prawns or onions, in an invitation to consumers to reinvent what a skewer can contain. It is a fun and visually impact reflex in the most relaxed and spontaneous way of eating during the summer months.

The action has had the collaboration of the Media Agency Mg OMDthe External Advertising Agency Bead and the production company Visual Grand. The focus has been made to ensure that each component of the facilities had a realistic aspect from all angles and to use the outer format to capture attention and move the tone of the campaign, which encourages to try different things.

“We wanted to have fun with these advertising fences. Summer is to relax and be more spontaneous with food, and this campaign is designed to encourage customers to do that precisely that”, Commented Nathan Ansell, Waitrose Marketing Director, according to The Drum.

As the agencies point out, the locations of the fences were carefully selected to ensure that they were frequented by the target audience of Waitrose. They also point out that the initiative demonstrates the power of the perfect combination between creativity and context.
The supports were activated on July 18 and will be visible for three weeks.

The action is part of the campaign “Let your summer side out”, which puts seeks to convey the relaxed and spontaneous spirit of the summer season, and puts the focus on the flexibility of the meals and improvised meetings, while highlighting the amplitude and quality of the supermarket’s offer.