Waitrose Launches Value Campaign Featuring Essentials

English premium supermarket Waitrose is launching its biggest ever value focused campaign to reinforce its price commitments in the wake of rival Tesco’s Big Price Drop initiative.

The grocer says its 1000s of ways to great value campaign will highlight its value proposition, which includes a promise to price match Tesco on more than 1000 products and the Essentials range.

Waitrose also hopes to raise awareness that it offers more than 1000 products on sale every week and is the only supermarket to offer free delivery on all online orders to address consumers perception that it is more expensive than its rivals.

The Waitrose campaign, which launches October 6th, includes TV, print, web, a mobile display ad campaign, in-store marketing and customer communications.

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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.