Amazon, the tech behemoth, is pulling out all stops to introduce its private label - byAmazon - to its vast customer base. And what better way than a captivating series of Out-of-Home (OOH) tube takeovers?
The campaign, spread across London's tube network, is especially prominent at the Angel underground station, with track wraps, tunnel wraps, and escalator panel takeovers all showcasing Amazon's own-brand offerings.
The punchy new tagline, ‘Food too, Who knew?’, encapsulates the essence of the campaign: informing consumers about Amazon’s venture into branded groceries.
One of the campaign’s most delightful elements is the depiction of food items shaped like smiles, playfully echoing Amazon's iconic smile logo. These "food smiles" are not only visually engaging but drive home the point about Amazon’s latest offering.
This promotional campaign is a first of its kind for the company, showcasing a range that's both available in Amazon Fresh stores and online. Devised by Red Brick Road, the campaign boasts eight distinctive ‘Amazon food smiles’, and a series of contextual ads that display grocery items relevant to various times of the day.
Among the highlights:
- ‘Banana Smiles’ which promotes products like byAmazon yoghurt, coffee, and bananas.
- ‘Prawn Smiles’ targeting the lunch crowd with offerings like prawn pasta salad.
- ‘Chilli Smiles’ celebrating Amazon's range of gourmet evening meals, such as Chicken Tikka Masala.
The visual elements of the campaign were brought to life by photographer Robert Billington, while the media buying was managed by Rufus. What's more, these ads ingeniously incorporate Amazon’s renowned star ratings, subtly indicating the popularity of the new private label grocery range among customers.
In a nutshell, this innovative campaign by Amazon is bound to make commuters smile, as they discover the company's fresh foray into the world of branded groceries.
