How we did it
Waitrose & Partners wanted to highlight its commitment to higher welfare standards across its entire own-brand chicken range. The challenge: how to communicate both scale and care in a way that felt engaging, credible, and unmistakably Waitrose. They launched a playful outdoor campaign in London. Two standout special builds were installed in Clapham and Shoreditch.
The creative leaned into the brand’s meticulous standards, opening with the line:
“We check check check your Chicken & Leek Pie…”
From there, the copy listed a range of Waitrose chicken products, demonstrating the breadth of the commitment. The Shoreditch special build took the idea even further: the poster’s copy spilled dramatically out of the billboard and onto the pavement, showing just how many products were included in the pledge.
