Premium grocer Waitrose is “turning up the heat” this summer with two special build out-of-home installations in London featuring a giant kebab skewer breaking through the posters.

Developed in partnership with creative agency Wonderhood Studios, MG OMD, Grand Visual and Talon, the 3D builds highlight one of the brand’s summer campaign straplines: “Anything’s a kebab if you put a skewer through it!”.

With one billboard situated in Camden and the other in Westfield White City, the work has been designed to “cut through the sameness of summer food and retail advertising” by encouraging Waitrose customers to “have fun and try new things over the season.”

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“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,” said Nathan Ansell, CMO of Waitrose.

This latest activation forms part of Waitrose’s ongoing ‘Let your summer side out’ campaign, which is centred around the idea that mealtimes are more flexible over the summer, characterised by impromptu get togethers and a more relaxed schedule.

Jack Croft, ECD at Wonderhood Studios added: “We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it. Turns out, IT IS.”