Waitrose Launched its 'Let Your Summer Side Out' Campaign
Debra John — August 1, 2025 — Marketing
References: mobilemarketingmagazine
Waitrose has unveiled its 'Let Your Summer Side Out' campaign, celebrating the relaxed and spontaneous nature of summer dining. In partnership with Wonderhood Studios, MG OMD, Grand Visual, and Talon, the retailer introduced two creative billboard installations in London, located in Camden and Westfield White City.
The billboards feature oversized, three-dimensional kebab skewers bursting through the posters, visually reinforcing the playful campaign message: “Anything is a kebab if you put a skewer through it.” This eye-catching design aims to capture the spontaneity and joy of summer gatherings, where seasonal produce and impromptu meals take center stage.
The media strategy, led by MG OMD, incorporated these immersive builds to generate engagement and elevate public excitement around summer food culture. According to Nathan Ansell, Chief Marketing Officer at Waitrose, the campaign encourages customers to embrace the freedom and creativity that define summer eating experiences.
Image Credit: Waitrose / Mobile Marketing
The billboards feature oversized, three-dimensional kebab skewers bursting through the posters, visually reinforcing the playful campaign message: “Anything is a kebab if you put a skewer through it.” This eye-catching design aims to capture the spontaneity and joy of summer gatherings, where seasonal produce and impromptu meals take center stage.
The media strategy, led by MG OMD, incorporated these immersive builds to generate engagement and elevate public excitement around summer food culture. According to Nathan Ansell, Chief Marketing Officer at Waitrose, the campaign encourages customers to embrace the freedom and creativity that define summer eating experiences.
Image Credit: Waitrose / Mobile Marketing
Digital Detox Travel Hardware
Consumers are adopting dumbphones and single-purpose gadgets as essential travel hardware to minimize digital distractions during summer trips.
Question 1
During a summer leisure trip, have you ever left your usual smartphone behind and used only a basic phone or "dumbphone" with limited functions?
Question 2
What was the MAIN reason you used this type of device during your trip?
Question 3
On a future leisure trip, how likely would you be to leave your smartphone behind and use only a basic phone with limited functions?
Trend Themes
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3d-billboard Innovations — Incorporating three-dimensional elements into billboards presents a novel approach to capture consumer attention and create memorable brand experiences.
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Seasonal Food Campaigns — Marketing campaigns that align with seasonal dining habits can enhance consumer engagement by tapping into timely, relatable themes.
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Playful Advertising — Ads that infuse humor and whimsy resonate with audiences and can differentiate a brand in crowded markets.
Industry Implications
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Outdoor Advertising — The use of three-dimensional, interactive billboard displays represents a shift towards more engaging and visually dynamic advertising methods.
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Food Retail — Innovative in-store campaigns and marketing around seasonally popular foods can drive consumer interest and increase sales during peak periods.
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Creative Marketing Agencies — Agencies that specialize in out-of-the-box, thematic advertising strategies can help brands break through standard marketing clutter and achieve greater recall.
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