Amazon has launched a new marketing campaign to showcase its byAmazon private label food range.

Running until 29 October, the adverts looks to highlight the expansion of the range since its initial launch in 2021 – at the same time that Amazon opened its first Fresh store in the UK.

The campaign introduces the new tag line, ‘Food too, who knew?’ to make shoppers aware of the selection of own-brand groceries available in its stores, and uses smile-shaped food to imitate the iconic Amazon smile logo.

Credit: Amazon

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Over the past two years, the retailer has developed hundreds of individual products including everyday essentials such as milk, British meat and in season produce, as well as freshly prepared sandwiches and meals.

The messaging in Angel tube station, London, includes cross-track platform avertising, as well as bespoke tunnel-wraps and escalator panel take-overs.

This comes as Amazon has officially launched on the Deliveroo app, offering a range of more than 1,000 items for delivery from its Amazon Fresh store in Hoxton.

The ecommerce giant is also expanding its online food portfolio, having signed a deal to lauch products from Iceland Foods on its UK site, including own-brand fresh and frozen items, as well as branded products from Greggs and Heinz.

Earlier this week, it was revealed that Waitrose is also in talks to sell groceries on Amazon’s UK website.