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Creative Creative Works Amazon

Amazon’s grocery brand aims to bring a smile with first-ever campaign


By Ellen Ormesher, Senior Reporter

October 12, 2023 | 3 min read

Amazon does food, too? Who knew? That’s why the e-commerce giant is letting Londoners know they can now do their weekly shopping on the platform.


Red Brick Road has created eight different ‘food smiles’ for the campaign

ByAmazon, the own-brand grocery offering from Amazon, is aiming to challenge preconceptions of the brand’s food credentials through a light-hearted campaign developed by independent creative agency Red Brick Road.

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.

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It 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.

Red Brick Road has 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.

Creative Creative Works Amazon

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