1. Brief

Waitrose launched a dynamic digital OOH campaign that would highlight the supermarket’s focus on the quality of its food and the treatment of its farm animals.

2. Response

In an out-of-home first, the campaign featured live streamed footage from the brand’s farms to 9 digital OOH sites across the UK. The footage of cows and free-range hens first appeared on JCDecaux’s Waterloo Motion and Ocean’s Eat Street sites.

3. Quote

“We’ve always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it. We have never compromised on quality, and never will – but rather than telling customers what we do, we’ve decided to show them.”

– Rupert Thomas, Marketing Director at Waitrose.

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