Premium grocer Waitrose is playing on the famously unpredictable nature of the British weather during summertime with a geo-targeted hyper-reactive campaign.

Working with media firm Vidsy, the supermarket chain has produced two ‘sunny’ videos that will run across YouTube and paid social when temperatures rise above 24°C at specific locations.

In addition, static display ads will show a message reading ‘Good for rainy days’ on a blue, yellow and pink background, which will run when more than 2mm of rain is expected at a targeted location.

A ‘Good for sunny days’ message will appear on dry days.

Waitrose has reported three times the expected amount of new customers clicking on the content, as well as an increase in the number of likes, comments and shares on social.

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“The British summer is notoriously variable, often region by region, and this has a huge impact on what people want to eat,” said Waitrose social media marketing lead, Sarah Hood.

“So for the first time we are being much more responsive to rain or shine with menu suggestions based on the local weather conditions.”

An extension of the brand’s ‘Good right now’ campaign with creative agency Saatchi & Saatchi, the assets will run throughout the summer.

The data platform informing the campaign was developed in-house by Waitrose.