Waitrose sends snow to Westfield for festive DOOH activation

Waitrose is planning a digital out of home activation to support its Christmas campaign at London’s two Westfield Centres this December.

In a UK media first, Waitrose will use Ocean Outdoor’s large format displays locations at Eat Street in Westfield London and the Four Dials, Westfield Stratford, to make it snow every 30 minutes as it plays its festive TV advert ‘Snowed In’.

The DOOH campaign, which was originated by Manning Gottlieb OMD and executed by Talon, runs across two consecutive weekends, breaking on December 9. As part of the execution, artificial snowflakes will fall from nearby roofs at both locations as the Christmas advert plays out with full audio.

Alia Ahmad, Marketing Manager, Waitrose: ‘We are always looking for exciting ways to bring our brand to life and even more so at Christmas. We think this campaign will look and sound really magical as our ad plays and hopefully get people in the Christmas spirit.”

This year’s Christmas advert from Waitrose is inspired by real life events at a remote pub in the Yorkshire Dales, where local villagers gather for a drink on Christmas morning. When a snowstorm hits the area, we witness how a generous act of Christmas spirit brings the community together in the most unexpected of Christmas Day meals.

Shot in black and white, the simplicity and theme of the advert aims to reconnect people with the emotions of Christmas.   The 90-second black and white TV commercial was created by adam&eveDDB.

Jay Young, Creative Solutions Director from Talon said: “Digital out of home is the perfect way for Waitrose to deliver their Christmas ad to a light-TV audience in very close proximity to two of its London flagship stores.

“The activity will provide shoppers with a little moment of magic in an otherwise frantic environment whilst also helping Waitrose to cut through the retail noise”.