New City
opening campaign
Out of home
The opening campaign (used in NL, FR and DE) featured a variety of out-of-home assets tailored to each targeted city. It always included individual canvases for our cars, signifying our presence in the new city.
Our copywriting directly addressed the local customer base. A significant aspect was the creation of city-specific photos, showcasing our delivery car, a runner with a tote of products, and an iconic city landmark. These photos were used across various campaign elements. We also distributed flyers and newspapers explaining the concept and included vouchers to encourage engagement with our offline media.
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Online Ads
In addition to the Out of Home assets, our Opening Campaign is complemented by online ads. These standard clips, which only require a change in the city name, made it easy to quickly announce new city openings.
We completed the opening campaign with static ads showcasing typical Picnic Illustration and the slogan or a picture from the delivery service.
