Waitrose has launched a novel ad campaign featuring pop group S Club to relaunch its No.1 premium range.
- The campaign showcases S Club dancing to a remix of their song in a revamped store.
- This collaboration highlights Waitrose’s commitment to quality and exceptional flavors in their product line.
- Waitrose is investing £1bn in a mass revamp of its stores and product offerings.
- Customer director Nathan Ansell is eager for consumers to engage with the new campaign and music remix.
In an effort to rejuvenate its No.1 premium range, Waitrose has introduced a new advertising campaign with the help of the popular pop group, S Club. This innovative approach aims to attract attention through nostalgia and entertainment.
The ad features members of S Club, including Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara, and Rachel Stevens, as they embark on an after hours adventure in Waitrose’s newly renovated John Barnes store on Finchley Road. Set to a contemporary remix of their 1999 hit ‘You’re my Number One’ by DJ Jax Jones, the commercial captures the group dancing through the aisles and enjoying a lavish feast from the No.1 line before departing with bags filled with a variety of products.
Nathan Ansell, Waitrose’s customer director, expressed the campaign’s objective as a way to both delight and engage customers with the brand’s best offerings in terms of flavor, quality, and taste. “We really wanted to Reach (for the stars) with this campaign,” Ansell emphasized while anticipating the public’s reception to the music and choreography incorporated in the advertisement.
The reinvention of Waitrose’s No.1 range is part of a broader £1bn investment that encompasses a major overhaul of the grocer’s stores and product catalogue. This strategic initiative is set to refine the brand’s market position and customer experience, aiming to deliver superior quality paired with exciting retail adventures.
Waitrose’s collaboration with S Club signifies a strategic and vibrant approach to market its revitalized No.1 range, blending entertainment with premium quality.
