Waitrose has made the first major changes to its brand advertising for seven years, with a new campaign aimed at food lovers.
A new 60-second TV advert, which debuted on May 14 and will run for four weeks, features a giant picnic scene on a giant Guinness World Record-breaking blanket spread out on a hillside and celebrates high-quality food.
A brand-new brand strapline - “Everyone deserves quality food. Everyone deserves Waitrose” - has been introduced.
The upmarket retailer has a grocery market share of four per cent, but it has ambitious plans to double turnover in the next 10 years.
Waitrose commercial director Richard Hodgson 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 TV 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 website content.
The press ad will feature a bold manifesto, which shares how Waitrose differs from other food retailers.
The giant picnic blanket, which is as big as size of four tennis courts and weighs one tonne, was donated to the Waitrose Foundation after filming finished in Durban, South Africa.
Farm workers at Westfalia Farm, an avocado-growing farm in the Limpopo Province, will turn the blanket into more than 400 individual quilts, with workers being paid for each quilt they make. They will then be donated to crèches across Waitrose Foundation farms and distributed to workers for use in their homes.
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