background. waitrose launched the successful love life range in 2011 on the premise of nutritious...
TRANSCRIPT
Background.Waitrose launched the successful ‘LOVE life’ range in 2011 on the premise of ‘nutritious food can taste great and should be enjoyed’. Following a strong Christmas, advertising in January 2013 was to focus on promoting the range in a targeted way.
Waitrose, ‘LOVE life’ rangeUsing the flexibility of digital for day-part targeting
Idea.To make full use of the flexibility of our roadside digital network (LD6) for a day-part targeting campaign. Specific breakfast, lunch and evening meal related copy would run at appropriate times of day, enabling Waitrose to showcase the full range in a relevant manner. This ran alongside an Adshel 6-sheet campaign in proximity to Waitrose stores
Waitrose, ‘LOVE life’ rangeThree pieces of copy ran throughout the day
Breakfast6am-11am
Lunch11am-4pm
Dinner4pm-3am
Coverage National
Media agency MGOMD
Specialist agency Posterscope
Environment & formatsLD6 - London digital 6-sheet networkAdshel 6-sheet
Number of faces 1750 x Adshel 6-sheets100 x LD6s
Target audience Shoppers in Waitrose areas
Date & Duration 7th Jan – 27th Jan 2013
Waitrose ‘LOVE life’ rangeCampaign details