From Sci-Fi Screen to Real-World Spectacle

Waitrose has taken its cinematic brand campaign, “The Gastronaut,” from television to one of the most iconic digital OOH locations in Europe: Piccadilly Lights.

Created by Wonderhood Studios and activated by MG OMD, the 3D anamorphic execution transforms the curved screen into an immersive sci-fi experience. The astronaut Michael — alongside the ingredients of his now-famous prawn linguine — appears to burst out of the display, delivering an out-of-this-world visual moment in the heart of London.

Turning Food into a Cinematic Event

“The Gastronaut” celebrates the emotional connection food lovers have with what they eat. The campaign tells the story of someone living in a world where food is merely fuel — but for him, it’s a passion worth traveling galaxies for.

By extending this narrative into 3D DOOH, Waitrose reinforces the idea that food is not functional — it’s experiential. The Piccadilly takeover translates the sci-fi world of the TV advert into a physical, urban spectacle that matches the ambition of the creative.

Big Screen Ambition, Bigger Impact

Piccadilly Lights is Europe’s largest advertising screen and one of the most technically advanced digital OOH sites in the UK. With expected views of 2.9 million impressions, the activation positions Waitrose at the center of a high-impact media moment.

Since the television campaign launched, searches for the prawn linguine featured in the ad have increased by 291% on Waitrose.com — proof that cinematic storytelling can drive measurable consumer behavior.

Premium Placement for a Premium Message

Nathan Ansell, Chief Customer Officer at Waitrose, described the activation as a natural extension of the brand’s ambition. As the retailer’s first major cinematic campaign outside of Christmas, the Piccadilly takeover signals scale, confidence and creative boldness.

For Wonderhood Studios, the leap from IMAX to what they jokingly call “PIEMAX” — with prawns the size of a car — demonstrates how humor and spectacle can elevate a brand narrative beyond traditional grocery advertising.

When DOOH Becomes Storytelling

This execution shows how digital out-of-home can move beyond visibility into full immersion. The curved architecture of Piccadilly Lights makes it the perfect canvas for anamorphic illusion, allowing the creative to physically interact with the space.

“The Gastronaut” proves that when storytelling, technology and premium placement align, OOH becomes more than media — it becomes an event. And in a world where attention is scarce, spectacle paired with cultural relevance remains one of the most powerful tools in brand building.