Waitrose’s newest branch, in London’s Clerkenwell, is launching today with a ‘green’ marketing campaign featuring ‘Clean Advertising’ – steam-cleaning the dirt from pavements in the area to create eye-catching adverts – and the distribution of 35,000 ‘Bags for Life’ for free.
Curb Media, which owns the ‘Clean Advertising’ concept, uses laser cut stencils, pressure washers and steam cleaners to remove dirt and create a contrast between the dirty surface and its original colour. The ads last for up to 20 weeks, and it is hoped that this new technique will be rolled out to future Waitrose branches in city and town centre locations. Thirty of these ‘green’ messages are to point shoppers to the new store.
In addition, Waitrose will be projecting an enormous 50-foot-tall image of baguettes onto a nearby building. Appearing after dusk for two weeks, the picture will guide customers to the new store on their way home from work.
Employees will also be acting as ‘green’ ambassadors giving away 35,000 ‘Bags for Life’ worth a total of £3,500.
The 50 foot projection has been created by Waitrose’s integrated agency, Kitcatt Nohr Alexander Shaw, which is based 200 metres down the road from the new Waitrose Clerkenwell. The image is being projected onto the agency’s building.