Waitrose will tomorrow (6 October) launch a high-profile focus on value, with a multi-channel campaign called '1000s of ways to great value' focusing on three key value commitments:
- essential Waitrose: Over 1000 great value daily essentials
- Brand Price Match: Over 1000 everyday branded products at the same price as Tesco
- Offers: Over 1000 products on offer every week like buy one get one free
The campaign is the biggest ever focus on value by the retailer - followed by the launch of its essential Waitrose* range in 2009, and the launch of its Brand Price Match (Tesco price matching) in 2010.
Running from 6-26 October, the campaign will incorporate a high profile TV, press, online and mobile display ad campaign, supported with extensive in-store marketing and customer communications.
Waitrose first stepped up its value commitments in 2009 with the launch of its essential Waitrose range. And the same year it became the first (and still the only) retailer to offer free delivery for all online orders.
Since then Waitrose has built on this with the launch last year of Brand Price Match - a long-term commitment to match Tesco prices on 1,000 everyday branded goods that Waitrose customers buy most frequently - from store cupboard staples such as Heinz Baked Beans to household basics like Persil. The commitment costs the retailer £19m a year.
Says marketing director Rupert Thomas: "We've had a mammoth response to our essential Waitrose range and free online deliveries - both launched in 2009. And since then we've been consistently building our value proposition - extending essential Waitrose in to new products and categories, launching Brand Price Match, and committing to over 1000 products on offer or promotion each week in our shops.
"Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service. It's our biggest-ever value campaign because our position on value has never been stronger."
Waitrose worked with creative agency Bartle Bogle Hegarty on the ad campaign, with Manning Gottlieb OMD carrying out the media planning and buying.
*essential Waitrose - competitively priced own-label range, which gives customers an easily-recognisable option for over 1,500 everyday products - the range now accounts for 18% of total sales.
Waitrose currently has 264 shops in England, Scotland, Wales and the Channel Islands. Its recent strong performance has been driven by the success of the essential Waitrose range, its partnership with Delia Smith and Heston Blumenthal and an unmatchable top tier of products including the ‘Duchy Originals From Waitrose’ range.
Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service. (www.waitrose.com)