Waitrose promotes Clerkenwell store opening with pavement ads

The shop is the first Waitrose branch to use a technique called ‘Clean Advertising', which involves creating eye-catching stencilled adverts on the pavement.

Thirty ad messages have been created today to point shoppers towards the new store.

In addition, the retailer will project a 50 ft image of baguettes onto a nearby building. Appearing after dusk for two weeks, the image will ensure that customers go into the store on their way home from work.

New employees will be greeting shoppers as ‘green' ambassadors by giving away 35,000 ‘Bags for Life', worth a total of £3,500. 

During November, Waitrose Clerkenwell will be supporting St Johns Ambulance, Great Ormond Street Hospital and St Albans CofE Primary School, Holborn, with its ‘Community Matters' proposition.

This article was first published on marketingmagazine.co.uk