Waitrose’s new advertising campaign, going live today, is set to reinforce the supermarket’s image as a high-quality retailer that can still deliver value for money to its customers.

The ads form part of the chain’s autumn promotions and will feature “inspirational” ideas and offers.

In a bid to hit back at the price-focused advertising of its rivals, Waitrose’s money back guarantee will also feature in its adverts for the first time, with the promise: “We’re so confident in the quality of our food, if you don't enjoy it, we’ll replace it and give you your money back.”

Waitrose managing director Mark Price said: “In the current climate, cheapness has become confused with value in food retail. But true value is always going to be a balance between quality and price, and our new advertising campaign is designed to remind customers that Waitrose doesn’t cut corners on food quality.”

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