Kitchen Warehouse has launched a new outdoor campaign for Black Friday, with the aim of cutting through the Black Friday advertising clutter and appeal to cooking enthusiasts.

The campaign, created by Special Australia, was launched on 18th November and is supported by digital and social assets profiling Kitchen Warehouse’s best door-buster deals throughout the Black Friday sales period.

Chief Customer Officer at Kitchen Warehouse, Simon Lamplough, said: “Black Friday is Kitchen Warehouse's biggest annual sales event, and this year we’ve got some amazing deals. But with every other retailer clamouring for attention, we needed some creative thinking to get on people's radars. Outdoor media has always been a great vehicle for awareness, but we loved the idea of playing with the medium (and in some instances breaking it) to showcase product and price in a playful way.”

The campaign utilises bold ads, including cutting through billboards, blending them, and salad spinning them.

Group Creative Director at Special Australia, Nils Eberhardt, said: “Kitchen Warehouse has incredible Black Friday deals. They needed equally bold ads to cut through the Black Friday clutter and appeal to cooking enthusiasts, so we cut through their billboards. And blended them. And salad spun them. Because if 50% off pasta makers doesn’t get your attention, turning a giant billboard into pappardelle sure will.”