Rental e-bike operator Lime has issued a cheeky dig at the London Underground as the transport network is gripped by debilitating strike action this week.

Crafted in partnership with creative agency The Or, the US brand’s ‘Good Service on All Limes’ activation pokes fun at the ongoing TfL disruption by pointing out that its bikes remain fully operational.

Lime’s simple, pay-as-you-go model has proved an immensely popular alternative for Londoners looking to find a cheap, simple way into the City and has been described as the “big winner” this week by numerous media outlets.

“It’s been incredible to see so many Londoners using Lime to get to work and plug the gaps left by the strikes,” said Ellie Bird, communications and brand lead at Lime.

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“Many Londoners already depend on Lime for their daily travel, but moments like these only reinforce just how vital rental bikes have become in keeping the city moving. This isn’t just a one off. Our bikes are a trusted mainstay that the capital can rely on to get around 24 hours a day, seven days a week.”

During the first two days of this week’s Underground service disruption, Lime saw more than a 50% increase in the number of e-bike and e-scooter journeys taken during the morning commuter peak hours (7am to 11am), compared to the previous week.

Creatives at The Or, Dylan Hartigan and Tom Snell added: “Tubes are down, buses are packed, walking to and from work is long. Lime has stepped-up to save us all. Thank you, Lime.”