LU campaign increased positivity towards an online supermarket brand


The Challenge

The online supermarket found itself in a crowded marketplace competing against well-established supermarkets. As a result, the online supermarket wanted to ensure its brand was front of mind with commuters to prompt online grocery shopping once they’re home.

The Execution

In June 2015, the online supermarket ran a high impact London Underground (LU) campaign combining both static and digital escalator panels in high footfall stations.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 respondents.

50% male and 50% female

40% 18-34, 44% 35-54 and 16% 55+

Test Sample: London only, used LU past 2 weeks

Control Sample: Rest of UK, not used LU past few months

The Results

Respondents who recalled seeing the online supermarket ads were significantly more likely to agree that escalators on the London Underground are a good place to advertise.

Online supermarket - graph showing statements respondents agree with

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Improving perceptions

2 in 5 agreed that the supermarket suits their lifestyle, and that it's a convenient choice for them

Clear message

Almost three quarters (73%) of those who recalled the LU ads agreed that the campaign had a clear message

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