Waitrose billboard causes nationwide stir!
- TBA
- Aug 23, 2024
- 3 min read
Updated: Mar 11
If you’ve walked through the Clapham area of South London, you might have noticed a large billboard from Waitrose supermarket. This billboard appears to be leaning and looks like it’s about to fall.
The billboard, which was recently put up by Waitrose, has alarmed passers by who are worried that it might fall and cause injury. Concerned citizens have been trying to find a solution: some called the supermarket staff to report the issue, hoping someone would come to adjust the billboard; others posted online to warn people to stay away; some even complained to the local government, hoping they would intervene.
If the billboard really were to fall and injure someone, what then?
Local council officials, having received numerous reports, decided to take action by cordoning off the area around the billboard to prevent any potential harm. It turns out this was a marketing stunt by Waitrose. The leaning billboard in Clapham was meant to give the impression of falling prices, indicating their products are now cheaper.
After seeing the council’s response, Waitrose humorously responded on social media: ‘Hi – thanks for your swift action. While our prices are indeed falling, our billboard definitely isn’t!’
Despite this playful exchange, many people didn’t get the joke or understand the billboard’s true message. Discussions on social media showed that the public found the billboard confusing, with some criticizing it for not clearly conveying its intended message. The billboard had no structural integrity clues, only a headline stating, ‘This is good, hundreds of your favourite foods now at lower prices’ along with images of foods and arrows pointing to the billboard’s unstable bottom corner.
Most people’s initial reaction was concern over the billboard’s safety rather than understanding the metaphor about falling prices.
1. Did Waitrose achieve its desired effect?
The local council issued a statement stating that a concerned member of the public had reported the issue, and that whilst it may have been intentionally designed this way, it was not worth the risk to public safety. The council removed the barriers once it had been confirmed with Waitrose that the design was in fact intentional.
It’s surprising how much debate a leaning billboard can generate. Despite the controversy, it appears that Waitrose does not intend to update the billboard, letting it remain as is. Perhaps this is a deliberate marketing strategy to attract attention and increase customer traffic.
Waitrose has a history of creative advertising for their price-cut promotions. Last year, they launched a £100 million price-cut plan with a very creative billboard. The billboard simply stated, “Hundreds of your favourite products at lower prices,” with a series of downward arrows indicating the discounted items and prices.
This ad was placed in several prominent outdoor locations, including London’s Westfield White City shopping centre.
In hindsight, this ad was probably more effective than this year’s leaning billboard since it was easier for people to understand the message about discounted prices.
What’s your opinion on Waitrose’s leaning billboard marketing strategy? Do you support it?
2. Advertising regulations in the UK
The crisis around Waitrose’s billboard has been resolved, but TB Accountancy wants to remind businesses that, in some cases, the government does have the authority to require you to remove your store signs or billboards.
In the UK, if your store sign or any billboard is larger than 0.3 square meters, you need to apply for advertisement consent from your local council (similar to planning permission) before displaying it on or outside your business premises.
If your sign is illuminated, the requirements are stricter, and you must apply for planning permission to ensure it does not pose a hazard to nearby traffic.
When seeking planning permission for your store sign or billboard, you must:
Keep it clean and tidy
Ensure it is safe
Get approval from the property owner (if applicable)
Ensure it does not obstruct public signs
Ensure it does not block official road, rail, waterway, or aircraft signs or otherwise pose a danger to these types of transportation
Ensure that it is easily removable.
In special circumstances, the local government may require you to remove the sign immediately (e.g., if Waitrose’s billboard were genuinely about to fall, the government could order the supermarket to remove or relocate it immediately). Thus, planning regulations require billboards to be easily removable without damaging buildings.
Usually, obtaining planning permission for store signs is straightforward, with high approval rates. Planning regulations are designed to ensure the safety and non-intrusiveness of signs, ads, and displays.
However, regulations vary by location, so it’s best to consult with your local government. If you put up a sign or advertisement without the necessary planning permission, the government can order you to remove it, regardless of your prior investment.