Waitrose Let you summer side out
The campaign - Let your summer side out - is centred on the insight that during the summer, flexible mealtimes, impromptu get togethers and a more relaxed schedule changes the way we eat in the UK. Seasonal produce is also explored as people are encouraged to let spontaneity lead their food lives, with images which hero the feeling of summer fun and make the best of the Waitrose summer product range and seasonal fresh produce.
The work, a selection of relatable summer food moments was brought to life by photographer Lizzie Mayson.
Sumptuous, sun-drenched images show tasty summer meals and seasonal dishes from the Waitrose summer range with phrases designed to inspire customers such as ‘Weekend BBQs start at 9am’ and ‘You were never going to “just bring crisps.’’ These moments reflect the delicious flexibility of summer living, socialising and eating, drawn from insights from the retailer’s food-loving audience.
The campaign runs from June 4th and throughout the summer across the UK via targeted, data driven contextual messaging across radio, print, digital and social supporting impactful large format out of home. Media planning and buying was handled by MG OMD.
Additionally, Waitrose created two special builds in London with a giant kebab skewer breaking through the posters to highlight one of the headlines for its summer campaign: “Anything is a kebab if you put a skewer through it!”.
The two billboards, one in Camden and the other in Westfield White City, were designed to cut through the sameness of summer food and retail advertising and encourage Waitrose customers to have fun and try new things over the season. The high-footfall Westfield site was strategically, aligning with Waitrose’s audience to spark curiosity and delight, reminding customers that summer is the ideal time to explore all that seasonal foods have to offer.
