Sainsbury's the first brand to book Primesight's "Double Domination" (18/12/18)

Celebrating the best of Christmas with blockbuster out-of-home campaign

Sainsbury’s are taking over the capital with a double out-of-home domination at Primesight’s premium Old Street and Waterloo locations.

The flagship double campaign means Sainsbury’s will be live on all 20 Primesight billboards across both locations, as well as launching a special build that brings the spirit of Christmas dining to life. 

Sainsbury’s “Old Street Domination” special build is heaven for cheese-lovers, featuring a special build cheese board with five must-have cheeses for every Christmas table. 1.2 million journeys are made past the Old Street roundabout every two weeks, in an area dominated by tech and creative companies and home to some of the best Christmas entertainment in London.

The “Waterloo Domination” will see every one of Primesight’s 16 billboards taken over by Sainsbury’s with their ‘Give them…’ messaging, celebrating the ‘magnificent’, ‘dazzling’, ‘spectacular’ and ‘sensational’ of a Sainsbury’s Christmas dinner. The two-week campaign will be seen over 11 million times during that period. 

This is the culmination of a four-week out-of-home campaign that celebrates four central parts of our Christmas dining experience, brought to life through creatives focusing on delicious individual dishes: cheese, mince pies, desserts and scallops. 

The campaign was booked through Talon Outdoor and PHD, with creative from Wieden+Kennedy.