14 May 2008


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Waitrose launches new ad campaign


Waitrose

Waitrose is launching its first new ad campaign in seven years with a creative designed to celebrate the enjoyment of food.

Waitrose: new ad campaign

The new campaign, which debuts today – 14 May 2008 – aims to reach out to food lovers everywhere and promote the enjoyment of eating socially.

The 60-second TV commercial will run for four weeks.

It features a huge picnic scene on a giant blanket spread out on a hillside and will convey the pleasure of quality food.

The ad will also feature a brand new brand strapline – 'Everyone deserves quality food. Everyone deserves Waitrose’.

According to the retailer, it aims to invite more people to try Waitrose and enjoy better quality food.

Richard Hodgson, Waitrose commercial director, said: "Our ambitious growth plans involve maintaining and building our position as the market leader in quality food retailing.

"This new campaign is designed to ensure our messages are more customer focused with the explicit aim of inviting more people to engage with the Waitrose brand."

The ad will form part of an integrated marketing campaign around the ‘Everyone Deserves Waitrose’ theme which will also include press advertising, outdoor advertising, cinema ads, direct mail and web site content.

Waitrose said the press ad will feature a bold manifesto, which articulates how it is different to other food retailers.

The campaign is complemented by the song ‘Up the Country’ by Canned Heat and a voiceover from Sanjeev Bhaskar.

By Fiona Briggs

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