Wise Buys Head to head with Waitrose Essentials

wisebuysAccording to an article in the English trade magazine Retail Week, Marks & Spencer has launched a price comparison campaign targeting competitor Waitrose’s Private value Private Brand Waitrose Essentials. Although we have seen many retailers including Loblaw, Food Lion and Costco run this type of compare and save campaign; they have always targeted national brands this Private Brand to Private Brand comparison is a truly interesting strategic move.

The ads use the headline “Price checked against Waitrose Essentials. Quality checked by M&S” and promote Marks & Spencers Wise Buys brand. Products include: cornflakes, baked beans and mince meat.

A Marks & Spencer spokesperson said: “We’ve price-checked our Wise Buys products against the Waitrose Essential range to highlight their exceptional value.

“For example within a basket of 1,200 products M&S is typically 2% cheaper than Waitrose – it’s only right that our customers hear this message loud and clear.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.