Amazon has launched an advertising campaign with the tagline ‘Amazown label’ to promote its private label range and fresh grocery delivery.
It was the first time Amazon has “allowed their brand name to be usurped in service of an individual product” the creative behind the campaign said.
The campaign takes the form of billboards and posters across Greater London, where the e-commerce giant recently launched same-day delivery of fresh, perishable groceries.
Amazon said it was “doubling down” on its own-label grocery brand, byAmazon, following the rapid growth of its Everyday Essentials category, which it said was growing “at nearly twice the rate as other areas of the business”.
“How do you build awareness for a brand most people don’t know exists, inside one of the most recognised brands on Earth? You borrow a language everyone already understands,” said Laura Harris, head of brand & marketing – Amazon grocery private brands.
“Our latest campaign takes the familiar ‘own label’ shorthand from the high street and pairs it with the Amazon name,” she added. “Now that fresh grocery is available alongside everyone’s regular Amazon shop it’s time to take our message to a wider audience.”
Shot by photographer James Day, the billboards feature organic lemons, British fresh milk, and responsibly sourced salmon. Each product is labelled, “helping the food shots feel particularly impactful” Amazon said.
They will appear on prominent OOH sites across London through September, including the large format motion sites at Waterloo Station, London Underground’s escalator ribbons and gateway sites, Hammersmith Towers roadside site, and on London bus sides.
The campaign is the latest of byAmazon’s ‘Food too, who knew?’ brand platform, launched by creative agency Red Brick Road in 2023.
“This new campaign is the first time Amazon have allowed their brand name to be usurped in service of an individual product,” said Matt Davis, owner and ECD of Red Brick Road.
“By bravely using the ‘own label’ terminology and bringing it together in a beautiful mash-up with Amazon’s brand name, we leave commuters in no doubt that Amazon makes their own high-quality fresh groceries,” he added.
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