When Black Friday rolls around, every major retailer in the country is competing for attention. This year, Kitchen Warehouse launched an attention-grabbing OOH campaign that lets their biggest sellers do the talking.
“Black Friday is Kitchen Warehouse’s biggest annual sales event, and this year we’ve got some amazing deals,” said Simon Lamplough, chief customer officer at Kitchen Warehouse. “But with every other retailer clamouring for attention, we needed some creative thinking to get on people’s radars. Outdoor media has always been a great vehicle for awareness, but we loved the idea of playing with the medium (and in some instances breaking it) to showcase product and price in a playful way.”
“Kitchen Warehouse has incredible Black Friday deals. They needed equally bold ads to cut through the Black Friday clutter and appeal to cooking enthusiasts, so we cut through their billboards. And blended them. And salad spun them,” said Nils Eberhardt, group creative director at Special Australia. “Because if 50% off pasta makers doesn’t get your attention, turning a giant billboard into pappardelle sure will.”
The Outdoor campaign launched on 18th November, and is supported by a host of digital and social assets profiling Kitchen Warehouse’s best door-buster deals throughout the Black Friday sale period.
Credits:
CCO: Tom Martin, Julian Schreiber
Group Creative Director: Simon Gibson, Nils Eberhardt
Creative: Matthew Aitken, Mark Schöller
Head of Design: Adam Shear
Managing Director: Tori Lopez
Team Lead: Chris Braks, Lynne Carter
Senior Producer: Di Williams
Finished Artist: John Rivera
Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Performance & SEO Marketing Manager: David O’Donnell
Marketing Assistant: Emma Foreman
Social Media Manager: Kate Cantwell
Production Manager & Stylist: Jo-Anne Pabst
Managing Director: Josh Fitzgerald
Creative Solutions Executive: Joshua Bendall
Senior Account Manager: Sylvan Spatarel
