Waitrose has launched a geo-targeted hyperreactive campaign in the form of weather-changing adverts as it embraces the “notoriously variable” British summer.
The upmarket grocer has developed two ‘sunny’ videos that are set to be showcased across YouTube and paid social when temperatures rise above 24°C at specific locations.
Alongside the video, a message reading “Good for sunny days” will appear on dry days.
Meanwhile, the static display ads are set to show the message “Good for rainy days” on a blue, yellow and pink background, which will run when more than 2mm of rain is excepted at the targeted location.
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Waitrose social media marketing lead Sarah Hood said: “The British summer is notoriously variable, often region by region, and this has a huge impact on what people want to eat.
“So for the first time we are being much more responsive to rain or shine with menu suggestions based on the local weather conditions.”
Waitrose has said the innovative new weather-sensitive adverts have already generated three times the expected amount of new customers engaging with the content, through an increased number of clicks, likes, comments and shares on social media.
The new adverts come amid the supermarket‘s current ‘Good right new’ campaign, which it launched earlier this year with creative agency Saatchi & Saatchi, and will continue to run throughout the summer.
