Waitrose has taken out a 20ft tall 3D billboard in London’s Westfield White City to promote the supermarket’s latest price cuts and boost its integrated marketing campaign.

Created by communications company adam&eveDDB, the striking billboard is one of an array of elements that form the campaign and features the strapline; ‘‘New Lower Prices on hundreds of your favourites”.

Following a record-breaking £100 million investment, the upmarket supermarket chain is promoting its commitment to offering 200 new lower prices through a campaign that will run on TV and in press (including front page strips in national papers) radio, digital, social media and OOH advertising.

The supermarket claims to have made at least half of these products 10% cheaper without compromising on quality or Waitrose value, which includes sourcing higher welfare meat and commitments to British farmers.

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Waitrose’s 331 stores will also feature various internal advertising, including bold signage, hanging banners, window decals and wraps around checkouts and car park bollards.

This latest campaign follows on from the retailer’s initial raft of price cuts made earlier this year. In February, Waitrose cut prices on more than 300 products as it ramped up its efforts to attract consumers during the cost-of-living crisis.

“We’ve lowered prices on hundreds of customer favourites in every aisle and we want to shout loudly about it,” said Waitrose customer director, Nathan Ansell.

“Our campaign does just that – it’s bold, eye-catching and highlights all the great-tasting products customers can now save on.”