26 September 2026 | London, United Kingdom
Waitrose is promoting its lower-price message through oversized shopping-bag installations at three London outdoor advertising sites. The work was created by Wonderhood Studios, produced by Grand Visual, and planned and bought by MG OMD, according to Marketing Communication News’ 25 September report.
Where the installations appear
The reported locations are The Pump Station at Westfield White City, Aspen Way in Canary Wharf, and Old Brompton Road. The activity is scheduled to continue until mid-October.
The creative depicts shopping bags overflowing with familiar groceries, including bananas, lettuce and pasta. The report presents the installations as a way to communicate value while retaining the supermarket’s quality positioning. It does not provide a sales-lift study or independently assess the price proposition.
A retail object becomes the visual idea
BillboardGuide’s analysis: A shopping bag connects the advertising object with the action the retailer wants people to take. Enlarging it gives the execution a physical focal point while keeping the concept close to the shopping experience.
For other retail advertisers, the useful question is whether a custom build makes the commercial message easier to understand. Size can attract attention, but the viewer still needs to connect the object with the brand and proposition. A physical effect should support that connection throughout the viewing journey.
Our creative checklist can help review the hierarchy between the dominant visual, brand and supporting message.
Three sites require three viewing assessments
An execution adapted across several locations needs to be assessed at each one. Approach angle, distance, surrounding signs and available viewing time can change how a physical installation is understood.
Request a site-specific visualisation rather than approving the concept from one ideal photograph. Check how the main object and essential copy appear from the audience’s likely positions, including less favourable angles.
BillboardGuide’s London advertising guide provides context for comparing the city’s different outdoor environments. The exact site and its operating conditions should remain central to the brief.
A special build needs a complete production scope
For a comparable campaign, the quote should establish the media period, fabrication, installation, removal and site approvals. Confirm responsibility for technical checks, maintenance and reinstatement before production begins.
The creative review and production review should happen together. A concept that works in a presentation still needs to fit the physical structure and the operator’s requirements. Agree on the final design and installation arrangements before making the media commitment unconditional.
Use our OOH formats directory to compare the setting and production demands with alternatives. These installations are physical special builds; they should not be categorised as an anamorphic digital-screen campaign without evidence.
How to evaluate the result
A completed installation and campaign photographs establish different things from a study of awareness or sales. Decide which business outcome the campaign is intended to influence and how that outcome will be evaluated.
Keep editorial coverage and social sharing separate from the audience estimate at the site. For a broader evaluation framework, see the OOH metrics advertisers should assess together.
The Waitrose work offers a clear creative reference: a recognisable object, a retail proposition and a physical execution designed around the outdoor setting.
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