Frequently Asked Questions
It’s a Christmas OOH takeover where Waitrose wraps London’s BFI IMAX with a giant turkey pie visual, temporarily renaming the site ‘PIEMAX’ to promote its festive romcom campaign ‘The Perfect Gift’.
In the ad, Joe Wilkinson’s character Phil bakes a turkey pie as a romantic gesture, and the PIEMAX brings that hero pie into the real world as an oversized, cinematic centrepiece on one of London’s best-known cinema sites.
Because it treats OOH like a movie premiere moment, turning a landmark usually reserved for superhero blockbusters into a playful celebration of food, love and Christmas – with a single, iconic image doing most of the storytelling.
The IMAX wrap is supported by film-style trailers, posters and dynamic CGI builds amplified across social, extending the moment far beyond the physical site and helping the turkey pie become a conversation piece online.
That leaning into a campaign’s cinematic world, choosing one bold OOH location and building around it with integrated media can turn a single product—in this case, a turkey pie—into a cultural and festive talking point.
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