// Waitrose launches new brand positioning campaign – ‘Food to Feel Good About’
// The campaign has been developed internally using data from the grocer’s customer strategy
Waitrose has release a new ‘Food to Feel Good About’ campaign along with a 60-second advert highlighting the grocer‘s priority “to look after people and the planet”.
The campaign has been developed internally using data from Waitrose’s customer strategy, which features insights from over 4,000 target shoppers and staff.
The new brand proposition is part of Waitrose’s plan to make more of its quality and sourcing credentials as the cost-of-living crisis has seen many of its customers reducing basket spend.
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Waitrose said the move was an “integrated brand campaign highlighting quality, taste, ethics and value, to celebrate food that makes a positive difference”.
It added that it wanted to “give animals a better life and farmers a better future, and to look after people and the planet – all in our pursuit of offering the highest-quality and best-tasting food”.
The new TV ad was created by adam&eveDDB, directed by Oscar-nominated Bryan Buckley of Hungry Man productions, and narrated by actor and comedian Jamie Demetriou.
“We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about,” Waitrose customer director Martin George said.
“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure that our brand refresh will help to make Waitrose feel more relevant and more compelling for our customers.”
