British supermarket chain has launched a new wave of innovative adverts in response to the notoriously changeable weather in Britain, with weather-changing adverts.
This new geo-targeted, reactive campaign features two warm weather videos which will be placed across organic and paid brand social media channels when the temperature climbs above 24 degrees. Whilst when there's at least 2mm of rain excepted, a rainy days campaign video will be displayed at any targeted location, all of which were developed with creative agency Saatchi & Saatchi.
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."