Google-owned navigation app Waze is highlighting how it can help avoid congestion on the U.K.'s roads this summer by creating its own jam out of wild berries grown on British roadsides.

Waze worked with social publisher Twisted Food and creative agency Other (sister agency to Mother London) to create the product as part of a campaign to educate motorists as more people flock to the country's roads this summer on staycations, with travel abroad difficult because of COVID-19. 

"Traffic Jam" is available to order for free for a limited time on Twisted’s e-commerce site (though it's currently sold out). Small pots will also be added to orders made from Twisted's store on UberEats from mid to late August (for London deliveries only).

Meanwhile, influencer chefs have also been tapped to create recipe content around the jam in different parts of the U.K popular with staycationers; for example, a cheesecake-stuffed scone layered with jam in Cornwall, a rib sandwich with a jam glaze in the Lake District, and a Yorkshire pudding jam ice cream burrito in Yorkshire. The PR element is handled by PR agency Battenhall. 

The stunt is part of Waze's wider "Waze Knows’" advertising and multimedia campaign, which includes out-of-home executions and radio ads voiced by comedian Robert Webb.