A playful celebration of spontaneous summer dining, Waitrose’s latest OOH campaign asks: “Anything is a kebab if you put a skewer through it!” Installed in high-footfall areas—Camden and Westfield White City—the 3D billboard builds fuse humour, craftsmanship, and brand storytelling to stand out in summer’s ad clutter.
What Sets It Apart
- Show-stopping special builds: A supersized skewer pierces vibrant, 3D-rendered summer ingredients—from halloumi and pineapple to tomato—breaking through billboard frames. The effect? A visual punch that literally leaps off the post.
- Insight-driven creativity: Rooted in the idea that summer mealtimes are spontaneous and unstructured, the “Let your summer side out” campaign plays with the notion that anything can be a kebab when creatively approached.
- Strategic site placement: Talon pinpointed London hotspots—Camden for its cultural edge and Westfield White City for its foot traffic—to amplify surprise and engagement among Waitrose’s core shoppers.
1. Attention-grabbing format
The oversized skewers and oversized visuals create an uncanny moment—unexpected, amusing, and deeply scroll-stopping.
2. Multi-sensory playful engagement
3D elements invite spontaneity in real-time: people are drawn in to inspect, photograph, and share their kebab creations.
3. Seamless brand linkage
The execution flexes around one clever insight, delivering both surprise and relevance—paralleling Waitrose’s quality summer range.
OOH Lessons & Takeaways
- Add physical depth: Sculptural elements elevate flat posters into immersive, tactile experiences.
- Drive with a strong insight: “Anything is a kebab” is quirky yet relatable—an ideal trigger for creative OOH.
- Pick placements that matter: Context and audience alignment—shopping centres, cultural hubs—enhance impact.
- Encourage shareability: Surprise + humour = natural photo ops and earned social reach.
Waitrose’s kebab billboards are a masterclass in playful innovation—how bold builds, consumer insight, and smart site selection converge into an OOH moment with staying power. As summer campaigns go, this is one that tastes like success—crispy, colourful, and impossible to ignore.
“We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it. Turns out, IT IS.”
– Jack Croft, Executive Creative Director, Wonderhood Studios
