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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