In an Out-of-Home media first, Waitrose has live streamed content to digital screens in 9 cities across the UK.
The supermarket’s spring promotion, which is part of a wider multimedia campaign, endeavoured to reinforce why its consumers enjoy shopping with the brand.
Featuring live streamed footage from the brand’s dairy and free range hen farms, the campaign highlighted the supermarkets focus on the quality of its products, as well as showcasing how well their animals are treated.
The live stream first appeared on JCDecaux’s Waterloo Motion and Ocean’s Eat Street sites, with the campaign expanding to encompass DEPs and Transvision screens across the country.
The spring campaign also featured two Friday night primetime TV slots, a takeover of YouTube’s masthead and a wider print campaign. Adam & Eve/DDB created the campaign which was planned and bought by Manning Gottlieb OMD and Talon. Grand Visual managed the digital production, delivering the live feed and pre-recorded footage updates from the farm to outdoor networks.