Magazine article Marketing

2002 Ipa Effectiveness Awards: Silver Award - Waitrose

Magazine article Marketing

2002 Ipa Effectiveness Awards: Silver Award - Waitrose

Article excerpt

Waitrose is a different kind of supermarket. It is part of the John Lewis Partnership, which has a strong culture of co-ownership, and until 1997 it had done little advertising. Faced with strong competition from the four giants of grocery, it briefed the agency to determine how advertising could protect and grow its position.

The challenge was to persuade consumers to make Waitrose a bigger part of their weekly shop. The store has a bigger proportion of secondary shoppers than other retailers, and there was a general perception that it was expensive.

There was also a great reluctance to understand that sometimes higher prices can be a reflection of higher product quality.

The creative had to redefine value as the balance between quality and price and not merely the lowest possible price. It linked stories about individual products to a 'killer fact' that highlighted its provenance or supplier. The ads also included the price to get the good value message across.

Initially media strategy focused on press. From June 1998 to December 2000 perceptions improved against a number of key brand attributes, including competitive pricing and working closely with suppliers. …

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