A striking new 3D billboard – standing at nearly 20ft tall – has popped-up in London’s Westfield White City as part of Waitrose’s integrated marketing campaign, which shines a spotlight on the supermarket’s new price cuts across hundreds of products.
It’s amongst an array of elements that make up the campaign to highlight new lower prices in every aisle – including cupboard staples from British butter and tomato ketchup to Fairtrade golden caster sugar, as well as British cocktail sausages, salads and ice cream for summer barbecues and picnics.
Part of a record £100m investment, half of these products are now at least 10% cheaper and have been made without compromising on exceptional quality or Waitrose values, which include sourcing higher welfare meat and commitments to British farmers.
Using the strapline ‘New Lower Prices on hundreds of your favourites’, adverts will be launched across TV, as well as in press (including front page strips and double-page spreads in national papers), radio, digital, social media and in additional outdoor advertising.
In addition, there will also be bold signage across 331 Waitrose shops, encompassing window decals, hanging banners, wraps around checkouts and car park bollards amongst others. It will also feature prominently on our website, app and in Waitrose Weekend magazine.
Nathan Ansell, Customer Director for Waitrose, said: “We’ve lowered prices on hundreds of customer favourites in every aisle and we want to shout loudly about it. Our campaign does just that – it’s bold, eye-catching and highlights all the great-tasting products customers can now save on.
“We’ve made these cuts with absolutely no compromise on the high quality, high welfare, and delicious recipes our customers expect from us.”
The campaign has been created for Waitrose by adam&eveDDB with media planning by Manning Gottlieb OMD and the activation delivered by Talon’s Grand Visual.
This is the second time we’ve lowered hundreds of prices this year. In February, we cut prices on more than 300 products at the start of our record £100m investment. This move has already attracted new customers to shop with us, with strong customer awareness of the campaign and an uplift in sales of those products.
In addition to our investment in prices, our Essential Waitrose range of over 900 products is the largest value range of any UK supermarket.
Examples of own brand price cuts on food staples:
Product | Old Price | New Price | % Reduction |
Waitrose Soft White Medium Loaf 800g | £1.15 | £1.00 | 13% |
Essential British Pork Chops – 400g – made from higher welfare, outdoor bred pork | £4.25 | £3.75 | 11% |
Essential 10% Fat British Beef Mince – 500g | £3.55 | £3.15 | 11% |
Essential Smooth/Crunchy Peanut Butter made with 97% roasted peanuts and certified sustainable palm oil | £2.35 | £2.10 | 10% |
Waitrose Shortbread Fingers 200g – all butter and made in Scotland | £1 | 90p | 10% |
Essential Chicken Thighs 1kg higher welfare | £3.60 | £3.25 | 9% |
Essential Honey | £2.60 | £2.35 | 9% |
Essential British Spinach 260g | £1.75 | £1.60 | 8% |
Essential salted /unsalted British butter – 250g | £2.00 | £1.90 | 5% |
Essential Reduced Salt & Sugar Ketchup 445g | £0.90 | £0.85 | 5% |
Examples of own brand price cuts on summer favourites:
Product | Old Price | New Price | % Reduction |
Waitrose Watermelon chunks 450g | £5.00 | £3.95 | 21% |
Waitrose Caesar Dressing 150ml – made with free range egg yolk | £1.45 | £1.25 | 13% |
Waitrose meringue base – made with free range eggs | £2 | £1.75 | 12% |
10 Waitrose Wafer Ice Cream Cones | 85p | 75p | 11% |
Essential Vanilla Soft Scoop Ice Cream – 2 litres | £2.45 | £2.20 | 10% |
Essential Double British Cream – made with milk produced to higher welfare standards – 300ml | £1.40 | £1.25 | 10% |
Waitrose Ciabatta rolls x4 | £1.65 | £1.50 | 9% |
20 Essential picnic eggs 400g – made with free range eggs and higher welfare pork | £3.10 | £2.80 | 9% |
Waitrose Valencia Ice Lollies – made from freshly squeezed Valencia oranges | £2.90 | £2.75 | 5% |
40 Essential British cooked cocktail sausages – 400g – made from higher welfare, outdoor bred pork | £3.15 | £3.00 | 4% |
