June 25, 2008

Waitrose Changes Tack to Widen Brand’s Appeal

By Bokaie, Jemima

Waitrose, the upmarket grocer, has made the first major changes to its strategy in seven years with the launch of a campaign to promote the enjoyment of food. The premium supermarket has previously focused on food provenance and the ethics of the Waitrose brand.

The activity includes TV, cinema, poster, press and online ads, and has a summer picnic theme. The supermarket has replaced its 'Good food, honestly priced' strapline with 'Everyone deserves quality food. Everyone deserves Waitrose'in an attempt to widen its audience.

'It is designed to ensure that our messages are more customer focused, with the aim of inviting more people to engage with the Waitrose brand,' said commercial director Richard Hodgson.

The campaign, which breaks today (Wednesday), is the first work by MCBD for Waitrose since the agency retained the retailer's Pounds 26m ad account last December.

The ads will feature Waitrose products for the first time, with a series of ads dedicated to picnic food including handmade cakes, mini burgers, tropical fruit fingers and ice-cream.

Further spots will be devoted to Waitrose's Delicatezze range, a selection of deli and mezze foods inspired by Mediterranean and Middle Eastern flavours. It will offer a 25% discount on food featured in the ads.

A press campaign will feature a manifesto claiming that Waitrose is Very different from any other supermarket', inviting consumers to come and try it.

The launch of the work coincides with the publication of The Great British Picnic Guide, by Waitrose managing director Mark Price.

Waitrose: summer picnic-themed ads

Copyright Haymarket Business Publications Ltd. May 14, 2008

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