Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: Marketing Communications

Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: Marketing Communications

Article excerpt

WINNER Client: Waitrose Agency: Banks Hoggins O'Shea FCB COMMENDED Client: The Guardian Agency: BMP DDB SPECIAL MENTION Client: Metro UK Agencies: banc, Naked Communications, Brown Lloyd James 

WINNER

Waitrose, the supermarket arm of the John Lewis Partnership, achieved like-for-like sales growth in 2000/01 of 3.28%, double the industry average.

The store sees itself as 'a different kind of supermarket', a small fish in a big pond, compared with competitors like Tesco and Sainsbury's. It lacks their buying power and marketing budgets, but it has its own distinct niche as a quality food supplier.

Waitrose's communications revolution dates back to 1997, when it became apparent that it was losing ground to its bigger rivals.

A problem was that Waitrose had more promiscuous shoppers than its rivals.

Customers saw it as a place to buy something special, but not to do their main shop. This had to be changed, although it couldn't be done overnight.

The campaign began with evocative images and simple price statements, demonstrating that Waitrose was competitive on everyday items. This evolved to emphasise that the chain knows its suppliers and remains loyal to them.

With competitors striving to improve their images, Waitrose decided last year to go on TV for the first time. …

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