Launching an International Brand in London
Client
All' Antico Vinaio
Sector
Italian Food & Restaurant Brand
Timeline
September - October 2025
Location
Soho, London
Campaign Summary
When All’ Antico Vinaio decided to open their first store in London, they were stepping into a completely new market and opening their doors on a street where hundreds of food brands fight for customers every day.
It was clear they needed more than just awareness, they needed a moment that would announce their arrival in a way people could feel. On launch day, that moment happened.
A fully wrapped London taxi, bold, unmistakable and proudly carrying their Italian identity, became the centrepiece of the opening. Parked outside their new Soho store, the taxi transformed the street into an experience. Crowds gathered, people stopped to take photos, and a queue of 200+ people formed down the road, signalling that something special had arrived in Soho.
What began as an Italian brand entering a new country quickly became a launch that London couldn’t ignore. And with the taxi continuing across the city for four weeks afterwards, the energy of that opening day kept spreading.
Campaign Details
Before launching in London, All’ Antico Vinaio faced a challenge familiar to many international brands: how do you introduce yourself to a city that has endless choices, constant noise and some of the world’s most competitive food districts?
They needed visibility but more importantly, they needed presence.
Something that didn’t just say “we’re here” but something that said “we belong here.”
To bring that vision to life, our team at London Taxi Adverts created a fully wrapped taxi inspired by the brand’s Italian heritage and bold identity. The wrap was designed not just as advertising but as a mobile extension of the brand. A symbol that Londoners could recognise instantly.
On launch day, the taxi became the heartbeat of the event. Positioned outside the Soho storefront, it acted as a magnetic focal point. As the team prepared inside, excitement grew outside. People photographed the taxi, tagged the brand and joined the queue. Within hours, the line stretched to 200+ people, wrapping around the street and drawing even more attention from passers-by.
Client Feedback
We had a fantastic experience with London Taxi Adverts. We were opening our first store in London and needed something eye-catching to attract people but we were working with very limited time. Declan and the team were incredibly responsive and got our branded taxi ready faster than we expected. It helped generate a huge crowd on launch day and gave us great content to use afterwards. Highly recommend!