Waitrose surprises London with creative billboards featuring a giant kebab skewer. Discover this fun summer OOH campaign that breaks retail norms.

A Giant Kebab Skewer Pierces the Billboard: “Anything is a Kebab!”

British brand Waitrose, in collaboration with Wonderhood Studios, MG OMD, Grand Visual, and Talon, launched a standout activation with two creative billboards in London—one in Camden and the other in Westfield White City. Each features a massive skewer piercing through the poster with the headline: “Anything is a kebab if you put a skewer through it!,” breaking away from typical summer advertising formats.

DOOH That Cuts Through the Noise: Creative and Engaging

The high-footfall location at Westfield White City was strategically selected to align with Waitrose’s audience and spark curiosity. This DOOH activation combines bold visuals with playful messaging, encouraging shoppers to get inspired and experiment with seasonal food in a fresh, spontaneous way.

“Let Your Summer Side Out”: Celebrating Flexibility and Fun

The campaign embraces the idea that summer meals are more relaxed and unplanned—ideal for impromptu gatherings and creative dishes. This insight inspired both the messaging and the media strategy, with MG OMD proposing a special build execution to boost excitement and visibility.

A Bold Message That Grabs Attention

Nathan Ansell, CMO at Waitrose, shared: “We really wanted to have some fun with these billboards. Summer is about letting your hair down and being more spontaneous with food, and this campaign is designed to encourage our customers to do just that.”

A Branding Lesson for Outdoor Advertising Companies

Waitrose proves how a brand can emotionally connect with audiences through bold and unexpected out-of-home activations. This campaign serves as a great example for anyone looking for advertising companies near me that offer creativity, innovation, and impact through strategic billboard placements.