Supermarket chain Waitrose is ditching its ‘Quality food, honestly priced’ brand positioning after seven years with the launch of a new multi-million pound marketing campaign.
Designed to celebrate the enjoyment of food, the new campaign aims to reach out to food lovers everywhere and promote the enjoyment of eating socially.
It is being spearheaded by a 60-second TV commercial featureing a huge picnic scene on a giant blanket spread out on a hillside with a new brand strapline - 'Everyone deserves quality food. Everyone deserves Waitrose’.
According to the retailer, the message reflects its desire to invite more people to try Waitrose and to enjoy better quality food.
Waitrose Commercial Director, Richard Hodgson, said the campaign was designed to ensure messages were more customer focused with the explicit aim of inviting more people to engage with the Waitrose brand
He added, “Our ambitious growth plans involve maintaining and building our position as the market leader in quality food retailing.”
The ‘Everyone Deserves Waitrose’ themed integrated marketing campaign will also include press advertising, outdoor advertising, cinema ads, direct mail and website content.
The press ad will feature a bold manifesto, which will aim to articulate how Waitrose is different to other food retailers
A giant picnic blanket which forms the centrepiece for the television ad was specially commissioned by Waitrose from Melin Tregwynt, an ancient woollen mill in North Pembrokeshire, Wales.
The high quality blanket, which is equivalent to the size of four tennis courts - 40 metres x 44 metres and weighs one tonne - has been certified for a new Guinness World Record as the largest picnic blanket in the world.
True its CSR principles, following the filming of the ad in Durban, South Africa, the blanket was donated to the Waitrose Foundation, a project dedicated to improving the lives of South African Farm Workers who grow and pick fruit for the supermarket.
Farm workers at Westfalia Farm, an avocado growing farm, will turn the blanket into over 400 individual quilts with workers being paid for each quilt they make. The quilts will then be donated to crèches across Waitrose Foundation farms and distributed to the workers of the Foundation farms for use in their homes.
Created by Ken Hoggins and Danny Brooke-Taylor at Miles, Calcraft, Briginshaw, Duffy (MCBD), the ads were directed by Jim Gilchrist. The campaign is complemented by the song ‘Up the Country’ by Canned Heat and a voiceover from Sanjeev Bhaskar.
Waitrose currently has a market share of 4% of the UK Grocery Market. It has ambitious plans to double turnover in the next 10 years.
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