Waitrose put sizzle on the streets with kebab billboards
By James Herring on Friday, July 18, 2025
Waitrose is giving summer mealtimes a playful twist with a campaign that reimagines what belongs on a skewer.
In collaboration with Wonderhood Studios, MG OMD, Grand Visual, and Talon, the grocer has installed two large-scale billboard builds in London – one in Camden and another in Westfield White City.
The builds feature a super-sized skewer threaded through 3D food items, alongside the headline: “Anything is a kebab if you put a skewer through it!”
The campaign, titled “Let your summer side out,” reflects a more relaxed, spontaneous approach to eating during warmer months.
With less structured routines, the idea is to encourage customers to try something different. The media plan leaned into this insight, using high-impact outdoor formats to catch attention and reflect the campaign’s tone.
Nathan Ansell, CMO at Waitrose, said: “Summer is for letting your hair down and being more spontaneous about food.”
Jack Croft, Executive Creative Director at Wonderhood Studios, added: “We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it. Turns out, IT IS.”
Produced by Grand Visual, the builds include realistic 3D models of summer foods, from tomatoes and halloumi to pineapple, designed to be visually striking from all angles.
