Waitrose new brand advertising campaign speaks to food lovers
Released
on: May 16, 2008, 4:13 am
Press
Release Author: Waitrose
Ltd
Industry:
Food
& Beverage
Press
Release Summary: Waitrose is making the first major changes to
its brand advertising for seven years with the new ' Everyone
deserves Waitrose’ campaign, designed to celebrate the enjoyment
of food
Press
Release Body: Waitrose is to make the first major
changes to its brand advertising for seven years with a new campaign
designed to celebrate the enjoyment of food. The new campaign,
aims to reach out to food lovers everywhere and promote the enjoyment
of eating socially.
The
60-second TV commercial, which will run for four weeks, features
a huge picnic scene on a giant blanket spread out on a hillside
and will convey the pleasure of quality food. The ad will also
feature a completely new brand strapline - 'Everyone deserves
quality food. Everyone deserves Waitrose’. This
message reflects the retailer’s desire to invite more people
to try Waitrose
and to enjoy better
quality food.
Richard
Hodgson, Waitrose Commercial Director, said: “Our
ambitious growth plans involve maintaining and building our position
as the market leader in quality food retailing. This new campaign
is designed to ensure our messages are more customer focused with
the explicit aim of inviting more people to engage with the Waitrose
brand.”
The
ad will form part of an integrated marketing campaign around the
‘Everyone Deserves Waitrose’ theme
which will also include press advertising, outdoor advertising,
cinema ads, direct mail and website content. The press ad will
feature a bold manifesto, which articulates how Waitrose
is different to other food
retailers.
The
giant picnic blanket which forms the centre piece for the television
ad was specially commissioned by Waitrose from Melin Tregwynt,
an ancient woollen mill in North Pembrokeshire, Wales. The high
quality blanket, which is equivalent to the size of four tennis
courts - 40 metres x 44 metres and weighs one tonne - has been
certified for a new Guinness World Record* as the largest picnic
blanket in the world.
Following
the filming of the ad in Durban, South Africa, the blanket was
donated to the Waitrose Foundation, a project dedicated to improving
the lives of South African Farm Workers who grow and pick fruit
for the supermarket. Farm workers at Westfalia Farm, an avocado
growing farm in the Limpopo Province, will turn the blanket into
over 400 individual quilts with workers being paid for each quilt
they make. The quilts will then be donated to crèches across
Waitrose Foundation farms and distributed to the workers of the
Foundation farms for use in their homes.
Created
by Ken Hoggins and Danny Brooke-Taylor at Miles, Calcraft, Briginshaw,
Duffy (MCBD), the ads were directed by Jim Gilchrist. The campaign
is complemented by the song ‘Up the Country’ by Canned
Heat and a voiceover from Sanjeev Bhaskar.
Waitrose
currently has a market share of 4% of the UK Grocery Market. It
has ambitious plans to double turnover in the next 10 years.
Note
to editors:
The campaign will be on air from 14th May and will run for 4 weeks
until 10th June. The TV ad will be on air across England, Wales
and in Edinburgh.
*
Guinness World Record - The largest picnic blanket
measured 1,760m2 (18,944.41 ft2); it was woven at the Melin Tregwynet
Mill in Wales, UK, for Waitrose Ltd and was laid out for the first
time in Durban, South Africa, in April 2008.
About
Waitrose
Everybody who works at Waitrose actually owns
Waitrose. This makes the company very different from
any other supermarket.
This means, as partners, Waitrose staff care
deeply about the quality of the food and the quality of service
experienced by customers when they visit one of the stores.
Brand
Manifesto: What is quality food? At Waitrose,
quality food is not a ‘separate range’; it’s
how the company does business. Real quality, Waitrose believes,
comes from food that’s produced with consideration for the
environment, care for animal welfare and respect for the people
who work with Waitrose to supply it. Quality
food is Waitrose' mission and passion.
Web
Site: http://www.waitrose.com/
Contact
Details: For more information contact:
Nathalie Heath
PR Manager - Consumer
Waitrose Ltd
Doncastle Road
Southern Industrial Area
Bracknell
Berks
RG12 8YA
01344 82 4158
http://www.waitrose.com/
2009
