Amazon has unveiled its first marketing campaign to promote its byAmazon private label food range.
Running until 29 October, the online giant’s adverts highlight the expansion of the range since its initial launch in 2021 – at the same time that Amazon opened its first Fresh store in the UK.
The campaign – developed by creative agency Red Brick Road – also features the new tag line, ‘Food too, who knew?’, which looks to make shoppers aware of the selection of own-brand groceries available in its stores, using smile-shaped food to imitate the iconic Amazon smile logo.
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Over the past two years, the business has developed hundreds of individual products including everyday essentials such as milk, British meat and in season produce, as well as freshly prepared sandwiches and meals.
The messaging in Angel tube station, London, includes cross-track platform avertising, as well as bespoke tunnel-wraps and escalator panel take-overs.
Last month Amazon introduced Iceland products to its website after the two businesses signed a deal.
The frozen food specialist joins Co-op and Morrisons as a third-party supermarket partner on the platform, while Waitrose is currently eyeing a similar partnership with the online titan to boost its market share.
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