ByAmazon is the own-brand grocery offering from Amazon. We were tasked to come up with a mouthwatering, eye-catching campaign to launch the brand out in to the world.
The campaign:
The campaign introduces the brand line ‘Food too, who knew?’ letting shoppers know that the Amazon they rely on for
everything from books and toys to electrical items is now launching own-brand groceries.
The brand campaign uses smile-shaped food to playfully
imitate the Amazon smile, landing the message
that Amazon now does food.
The campaign launches with a media take-over of Angel tube station in London – a two-minute walk from one of its flagship Amazon Fresh stores. This includes cross-track advert platform domination, as well as bespoke tunnel wraps and escalator panel takeovers. There is also a two-week London-wide digital outdoor and digital display campaign.
We created eight different ‘Amazon food smiles’ for the campaign and a suite of contextual adverts promoting grocery items relevant to specific day-parts. ‘Banana Smiles’ promotes top-up shops including byAmazon yogurt, coffee and bananas; ‘Prawn Smiles’ showcases on-the-go lunchtime meals such as prawn pasta salad; ‘Chilli Smiles’ celebrates the byAmazon range of quality evening meals with a Chicken Tikka Masala. The campaign features Amazon’s famous star ratings, proving how highly-rated Amazon’s private label grocery range is already with customers.
The campaign also included a series of adapted sequences for digital and social with targeted messages to drive consumers to ‘shop now’ online and in-store
byAmazon Team:
Head of Brand: Helen Arpino
Senior Brand Manager: Laura Harris
Red Brick Road Agency Team:
CEO: David Miller
ECD: Richard Megson
ECD: Matt Davis
Senior Creative (Art): Nathalie Théry
Designer: Max Ljungqvist
Designer: Sam Watson
Head of Planning: Lisa Gulley
Junior Planner: Nikita Sharma
Producer: Rowan Farraz
Production Assistant: Lucy Perilli
Senior Account Director: Becky Jenkins
Senior Account Director: Charlotte Grosvenor
Photographer, Food Styling and Production Team
Photographer: Robert Billington
Lighting Assistant: Kate Anglestein
Digi Tech: Henry Jackson
Food Stylist: Laurie Perry
Prop Stylist: Alexander Breeze
Producer: Ola Stelmaszek (TwentyTwenty)