Waitrose is enticing Australians who live in south London’s Clapham (which famously has one of the nation’s largest Aussie communities) with their favourite treats from down under.
The billboard, created by Wonderhood Studios, displays the iconic Tim Tam, an Australian malted and chocolate biscuit.
Accompanying text reads, “G’daytrose Aussies of Clapham. We’ve got the cure for your homesickness”.
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Responding on Instagram one commentator asked the supermarket to further honour Australians by bringing the biscuits to an iconic North London venue, “Show your love of the Aussie music scene and bring them to The Lexington”.
New Zealander’s, who also share a fondness for TimTam’s joined in: “Please get the white and double choc in. Sincerely, a Kiwi who’s missing NZ.”
This latest humorous out-of-home spot comes after several other Waitrose stunts including a wonky billboard in Lewisham, and another that changes with the weather. The moves are part of the upmarket retailer’s hyper-local and seasonality focused approach to its social media strategy.
The retailer plans to open four new supermarkets and carry out shop refurbishments as part of its five-year plan.
