Kitchen Warehouse deploys unconventional billboards for Black Friday campaign, via Special
Kitchen Warehouse is putting its product range front and centre in its Black Friday outdoor campaign, via Special.
The kitchenware retailer’s new out-of-home (OOH) campaign focuses on its bestselling products.
Kitchen Warehouse’s chief customer officer, Simon Lamplough, said its outdoor media materials needed to be creative and playful to differentiate itself from the other retailers advertising themselves for the annual shopping extravaganza.
“Black Friday is Kitchen Warehouse’s biggest annual sales event, and this year we’ve got some amazing deals,” Lamplough said.
“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.”
To accomplish this, creative agency Special designed the campaign’s billboards to be directly influenced by the products they’re advertising. For example, the bottom of the billboard showcasing a pasta maker falls outside of the frame, cut into strips like pasta noodles emerging from a the aforementioned cooking device.
“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 Special Australia’s group creative director, Nils Eberhardt.
“Because if 50% off pasta makers doesn’t get your attention, turning a giant billboard into pappardelle sure will.”
The platform entered the market on November 18, and uses a collection of social and digital assets to help spread its message.
Credits:
Special
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
Revolution360
Managing Director: Josh Fitzgerald
Creative Solutions Executive: Joshua Bendall
Senior Account Manager: Sylvan Spatarel
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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