American Express campaign champions small businesses

The campaign from Dentsu Creative uses small shops as a canvas to promote American Express’ cashback offer.

Georgie Moreton

Deputy Editor, BITE Creativebrief


American Express has launched a marketing campaign that quite literally shines a light on small businesses. Over the past week, the campaign has transformed shop fronts across the UK into animated canvases which let passers-by know they can enjoy 5% cashback on all their purchases when they use their Amex Platinum Cashback Everyday Credit Card.

Love Walk Cafe in London, Soukous Gift Shop in Bristol, and Tariff & Dale in Manchester were among the small shops used in the campaign which displays messages encouraging people to shop locally to earn cashback on their cards.

The outdoor campaign saw the shops lit up displaying messages and pointing customers toward small businesses in the area. 

Giving back to the local community

The campaign is part of American Express’ ongoing marketing push to support  small businesses. 2022 marked ten years since the American Express ‘Shop Small’ campaign launched in the UK, and the tenth year of Small Business Saturday, a scheme which encourages the nation to back their high street and enjoy the benefits of ‘shopping small’ at any budget.

The campaign is particularly impactful during a cost of living crisis which has disproportionately impacted small businesses. The brand aims to continue this commitment to local businesses and more local shop fronts will be put into the limelight as Amex continues “The Big Small Takeover” at a secret list of locations. From a pub to a yarn shop, many businesses will get the takeover treatment in different cities across the country.

The striking campaign is a great example of how larger businesses can help play their part in supporting local communities while gaining favour with consumers. 

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