| Заголовок | "Happy Christmas!" from our suppliers |
| Агентство | How |
| Кампания | "Happy Christmas!" from our suppliers |
| Рекламодатель | Waitrose Ltd |
| Бренд | Waitrose |
| Posted | Февраль 2005 |
| Продукт | All products |
| Бизнес сектор | Розничная торговля, дистрибуция и рестораны |
| философия | To point out the lie that good food costs less and to tell the truth that you pay for what you get. In short, to justify the price with clear reassurance about the superior quality of the Waitrose product. In fact, the strategy can be expressed as an equation: Quality + Price = True Value Executionally, we broke convention by focussing on food provenance and not featuring food in our communications. This is the Christmas 2004 film, just one of a long line of successful TV commercials Waitrose have run as part of their multi-media compaign. |
| Проблема | Waitrose is defined by the quality standards set by its range of products, particularly its fresh foods, by its customer services, by its shopping environment and by the service standards provided by its highly motivated and trained people, all of whom have a stake in the business as partners. This can lead those unfamiliar with the true value Waitrose offers to assume it is expensive. This in turn can prevent some from shopping there, particularly those with young families. Our task is to correct this perception. |
| Результат | Waitrose sales over the week ending 25th December, 2004 were up 49.9%. Annual sales have grown from £1.4bn in 1999 to £3.0bn in 2004 The number of Waitrose secondary shoppers has grown by 36% since 2000 Average basket size has grown by 33% over the same period In 2002 we were awarded a Silver IPA Effectiveness Award for our work on Waitrose. Waitrose: Branch support Beyond this brand activity, we have always participated fully in supporting Waitrose branches. Most recently, we successfully managed all the communication requirements for each of the Safeway & Morrisons branches Waitrose acquired - 19 in all, one a week for 19 weeks! It was clear that the success of the conversion campaign would depend upon the extent to which it persuaded existing Safeway shoppers to continue to shop at the same location; a task made more difficult by the Safeway High / Low pricing strategy. The programme of conversions ended in late October and sales in all Waitrose stores were 20.3% up over the fourteen weeks ending 6th November, 2004 compared to the same period the previous year. |
| Тип медиа | Телевидение |
| Длина | |
| Рынок | United Kingdom |
| Креативный директор | Ken Hoggins |
| Креативный директор | Chris O'Shea |
| Директор | Stuart Douglas |
| Директор | Nice Shirt |
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