Waitrose has fired cupid’s bow with an integrated campaign to build its share of the Valentine’s market.
We see this occasion – which is increasingly shared by friends as well as romantics – as an opportunity to drive footfall and win new customers as well as providing existing customers with an exceptional deal.
We’ve increased stock for our compelling meal deal (which includes a starter, main course, dessert and wine or cocktails for £20) by more than a third this year as we are expecting dining to be a strong theme with Valentine’s Day falling mid week. In order to meet last minute demand Waitrose is also offering meal deals via Deliveroo.
Waitrose is also creating a range of bespoke content to drive customer awareness. We have hosted a free cookalong to show customers how to cook the perfect Valentine’s Day steak, which is expected to be the best seller in our meal deal.
Advertising by Saatchi & Saatchi is also running in national press, out of home sites and on the radio with the strapline ‘Staying in has never looked so good’. This includes dynamic content on out of home sites which allows us to direct customers to their local shop.
Light hearted social content from creators such as Sam Thompson (with over 1m views to date), Jeff Brazier, Gorka Marquez, Rosie Ramsey and Lochan Nowacki have been created to draw attention to the Valentine’s Meal Deal among a younger target audience. We have also sponsored a branded episode of the Newlyweds podcast; plus sponsored reads on Newlyweds, Table Manners and Sh**gged, Married & Annoyed podcasts.
Nathan Ansell, Waitrose customer director, said: “Staying in has never looked so good – our meal deal offers exceptional quality and value. We think it’s worth shouting about – and we are doing that loud and clear this year with social media content and a virtual cook along from our own chefs, as well as joyful, bolder signage in our shops.
“In addition we have also created a fun new Waitrose Spotify Playlist full of love songs to remind customers that “staying in never looked so good”.
