Waitrose has partnered with Wonderhood Studios, MG OMD, Grand Visual, and Talon to launch two special billboards in London.

Each features a giant kebab skewer bursting through the poster to highlight the fun campaign message: ‘Anything is a kebab if you put a skewer through it!’

The billboards are located in Camden and Westfield White City.

The campaign, ‘Let your summer side out’, celebrates the more relaxed and spontaneous way people eat in summer- with last-minute get-togethers and a focus on seasonal produce.

This theme shaped the media strategy by MG OMD, who suggested the special billboard builds to boost excitement.

Nathan Ansell, CMO at Waitrose, said, “We really wanted to have some fun with these billboards. Summer is for letting your hair down and being more spontaneous about food and this campaign is designed to encourage customers to do just that.”

​Jack Croft, executive creative director at Wonderhood Studios said, “We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it. Turns out, IT IS.”