Forest, London’s most affordable and sustainable e-bike operator, has today launched London is Our Home – a new marketing campaign backing London’s small businesses.

The cornerstone of the campaign is a London-wide portrait series -“Humans of the Forest” – which tells the stories of Forest riders from across the capital.

Rather than using traditional billboards, each portrait is installed in an independent coffee shop* in one of the 18 boroughs where the company operates. This marks a shift in Forest’s marketing strategy, diverting its advertising spend away from traditional channels to London’s small businesses, supporting local economies across the Capital.

Alongside the installations, Forest will also be sharing portrait films of each “Human of the Forest” across their social channels.

To celebrate the launch of the London Is Our Home campaign, on Saturday 11th October, the independent cafes hosting the portrait series will also take part in a city-wide giveaway. In partnership with Forest, these local businesses will offer customers a range of savings – from complimentary coffees to exclusive food and drink offers.

London’s only homegrown ebike

In addition to the portrait series, Forest has also introduced a new tagline – “London’s homegrown ebike” – on 3,000 of its bikes, and across the Forest app, reiterating its position as a company born in London, for Londoners.

Founded in London in 2019, Forest remains committed to providing accessible and convenient transport methods, ensuring Londoners can easily get around the city.

During the recent tube strikes, Forest’s rides increased by 150% compared to a regular week1. In a survey2 of users who registered during the strikes, 70% said that riding a Forest was faster than their usual mode of transport, and 61% said they saved money compared to their usual transport option.

Over three-quarters (84%) of those who joined Forest during the strikes said they were likely to continue using the service – signalling how the company is driving a meaningful shift toward cycling in London.

Joe Rampley, Creative Brand Manager at Forest, said: “As London’s homegrown e-bike operator, we’re always looking for new ways to give back to the Capital. This campaign makes that commitment clear – instead of investing in billboards, we’re supporting London’s independent businesses, which play a vital role in strengthening the local economy. It reflects Forest’s roots – why London is, and will always be, our home.”