Waitrose Uses DOOH to Promote Festive Food Deals
Waitrose launched a digital OOH Christmas campaign to promote a variety of deals on firm festive favourites, such as chocolate, champagne, and party food. The campaign showcases the latest deal with a store-specific call to action to tempt Christmas shoppers instore. The activity runs nationwide across rail, transit and retail locations from 30th November – 15th December.
Created by Adam & Eve DDB, and produced by Grand Visual, the campaign features the latest deals alongside appetising product shots, such as festive truffles, caramels, and pralines along with the announcement that it’s ½ price on chocolate boxes today only. Festive food is promoted with the line “At Christmas, there’s nothing quite like Waitrose,” and a geo-targeted play-out directs shoppers to their closest store.
OOH media was planned and booked by Manning Gottlieb OMD and Talon, and spans 1,408 digital 6-sheets across the UK. Creative delivery and geo-targeted playout is managed through OpenLoop, which updates promotions and dynamically inserts store locations. The creative can then be updated at a national and local level when stocks run low at proximity stores.
Dan Dawson, Chief Creative Technology Officer at Grand Visual, said:
“A tasty and tactical campaign from Waitrose which demonstrates just how important digital OOH has become as a channel for running promotions, last-minute deals and flash sales, that incorporate location-specific information to steer people to their nearest store. That’s powerful.”