Amazon is celebrating its private label byAmazon brand for the first time with a series of OOH tube takeovers, highlighting the range of products it offers. 
Showcased across OOH, the campaign features a cross-track tube wrap in Angel underground station and includes bespoke tunnel wraps and escalator panel takeovers.
Introducing the new tagline, ‘Food too, Who knew?’, the campaign is designed to let shoppers know that the US tech giant has its own brand of groceries.
Depicting smile-shaped food playfully imitating its iconic logo smile, the OOHs aim to land the message about the brand’s latest venture.
It is the first time the company has promoted the range to consumers, which launched at the same time, and is available both in Amazon Fresh stores and online.
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Created by Red Brick Road, the OOHs encompass eight different ‘Amazon food smiles’ and a suit of contextual adverts promoting grocery items relevant to specific day parts.
‘Banana Smiles’ promotes top-up shops including byAmazon yoghurt, coffee and bananas, ‘Prawn Smiles’ showcases on-the-go lunchtime meals such as prawn pasta salad, while ‘Chilli Smiles’ celebrates the own-brand range of quality evening meals with a Chicken Tikka Masala.
Photography by Robert Billington, represented by Twenty Twenty and media buying by Rufus, the adverts incorporate Amazon’s famous star ratings, to indicate already how popular the private label grocery range is with customers.
