Waitrose Amplifies ‘The Gastronaut’ In 3D

Waitrose has taken over Piccadilly Lights - London’s famous landmark and Europe's largest advertising screen - with a 3D anamorphic showcase for its new brand campaign, 'The Gastronaut'

Created by Wonderhood Studios and brought to life by MG OMD, the activation translates the cinematic sci-fi world of the television advert into a high impact real world execution. The astronaut Michael, along with the ingredients from his iconic prawn linguine (for which searches are up 291% on Waitrose.com since the ad launched), appears to burst from the curved Piccadilly Lights screen in an out of this world media moment, with 

Running as part of the wider launch of The Gastronaut, the build showcases how the campaign’s big screen ambition has been reimagined for one of the most premium and technically advanced digital OOH locations in the UK, with expected views of 2.9 million impressions.

Nathan Ansell, Waitrose Chief Customer Officer, said: "The Gastronaut is a sci-fi inspired nod to food lovers everywhere, cementing Waitrose as the home for them.  As our first major cinematic campaign outside of Christmas, we felt it was only right to mark the launch with a takeover of equal grandeur. There's no where bigger and brighter than Piccadilly Lights"

Jack Croft, ECD at Wonderhood Studios says "We’ve turned the IMAX into the PIEMAX, now we’re bringing prawns the size of a car to Piccadilly Circus. It’s great to bring our Gastronaut’s story of longing for good food to one of the most iconic OOH sites in the country".

The campaign highlights the struggles of a food lover living where food is only fuel - because, to them, food is more than functional, it is a way of life. Meaning they will go to great lengths for it.