In a bold new campaign, Waitrose underscores the importance of its No.1 range, encouraging consumers to prioritize premium quality over daily routines.
- Launched by Saatchi & Saatchi, the campaign creatively showcases how customers savor the No.1 range while setting aside mundane tasks.
- The visual narrative emphasizes everyday scenarios where individuals opt for gourmet experiences over chores.
- The ongoing effort includes distribution across outdoor, social media, and print platforms, strategically reaching a broad audience.
- A recent relaunch introduces 200 enhanced products, reinforcing Waitrose’s commitment to quality and taste.
In a significant branding move, Waitrose has introduced a campaign that places its No.1 premium range at the forefront of consumers’ minds. The initiative invites customers to choose exceptional food quality over mundane daily activities. This compelling narrative is brought to life through various media, including outdoor advertising, social media, and print, allowing Waitrose to reach a diverse audience effectively.
Through an engaging collaboration with creative agency Saatchi & Saatchi, the campaign artfully depicts scenarios where individuals prioritize indulging in Waitrose’s No.1 products over everyday tasks. This representation serves to highlight the superior quality and exquisite taste associated with the No.1 range, offering consumers a reason to pause mundane chores and enjoy culinary delights.
A unique aspect of the campaign is the repeated visual motif of consumers striking a ‘one minute, please’ pose in different settings, underlining the catchphrase ‘No.1 always comes first.’ This clever marketing strategy underscores the range’s position as an essential choice for those with a discerning palate.
Waitrose Customer Director Nathan Ansell articulates the concept succinctly, stating: “Our No.1 range is the ultimate brand for food lovers, and this tongue-in-cheek campaign highlights what really matters to our customers when it comes to food.” His statement reflects the brand’s confidence in its offering and the campaign’s potential impact on consumer behavior.
This initiative comes on the heels of Waitrose’s strategic relaunch of its No.1 range earlier this year. The relaunch introduced 200 new and improved products, ranging from Heather honey smoked salmon to truffle houmous and tomato and vodka sauce, further enhancing its luxury food segment.
The campaign reinforces Waitrose’s dedication to elevating the dining experience with its premium No.1 range.
