Quick Answer
Palmer’s launched its “It’s Thicc” summer campaign to reclaim market leadership and refresh the brand through bold, premium OOH. Hand-painted anamorphic murals, transit media, and bus formats helped the brand reach core shoppers while attracting a younger Gen Z audience.
Palmer’s “It’s Thicc” Summer Push: Reclaiming Leadership with Premium OOH Impact
Palmer’s set out this summer to reclaim market leadership across its product portfolio by presenting the brand in a more dynamic, modern light. The objective wasn’t only to refresh interest and protect loyalty among core shoppers, but also to bring a younger Gen Z audience into the franchise—using the new “It’s Thicc” creative through standout media placements and high-visibility locations.
The role of OOH in a full-funnel summer strategy
While national AV remained a core pillar, the media plan needed more than broadcast reach. The strategy called for formats that could deliver high impact, stronger dwell time, and repeated exposure—so the message could land, stick, and drive engagement.
That’s exactly where OOH earned its place: attention, brand recognition, and real-world presence in the moments that matter—commutes, shopping trips, and city movement.
Lead asset: hand-painted anamorphic murals that stop people
The hero executions were hand-painted, anamorphic murals designed to leap out in the street environment. By choosing city-centre mural locations in London and Manchester, Palmer’s placed premium-looking creative directly in front of pedestrians, commuters, and shoppers.
The format also reinforced the brand’s “premium” feel—large scale, crafted, and impossible to scroll past.
Building reach beyond the mural footprint
Murals create huge impact, but their natural limitation is reach confined to the immediate area. So the plan smartly expanded around the hero asset with supportive placements that increased frequency and coverage—especially across London’s highest-traffic commuter corridors.
London Underground domination: 16 sheets + digital escalator panels
To reinforce messaging and grow reach, the campaign extended into the London Underground with:
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16 sheets
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Digital Escalator Panels across 15 key Zone 1 & 2 stations
Station selection was data-led, using commuter insights and transit behaviour signals—ensuring the campaign showed up where footfall and dwell time are naturally high.
Summary
Palmer’s set out to revitalise its brand image and reinforce loyalty while appealing to a younger generation through the “It’s Thicc” creative platform. Alongside national AV, the strategy leaned heavily into high-impact OOH formats designed to deliver attention, dwell time, and scale. Hand-painted murals in London and Manchester led the campaign, supported by London Underground formats and premium bus routes in central London. The result was a bold, unmissable city presence that repositioned Palmer’s as modern, confident, and culturally relevant.
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FAQs
What is Palmer’s “It’s Thicc” campaign about?
“It’s Thicc” is Palmer’s summer campaign designed to refresh the brand image, reclaim market leadership, and showcase the product portfolio through bold, high-impact creative.
Why did Palmer’s choose OOH as a key channel?
OOH allowed Palmer’s to deliver standout visibility, strong brand recognition, and longer dwell time in busy urban environments, supporting both awareness and engagement goals.
What OOH formats were used in the campaign?
The campaign featured hand-painted anamorphic murals, London Underground 16 sheets, digital escalator panels, and premium bus T-Sides across central London.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
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