Summary

This case study demonstrates how Waitrose evolved its quality-driven strategy to incorporate an ethical element. Using an integrated campaign with TV, radio, press and in-store advertising, among others, the campaign set out to position Waitrose as an ethical company as well as a retailer of fine foods. For example, one ad promoted pork and sausages by emphasising that Waitrose sources them from British pig farmers who conform to the highest standards of animal husbandry. This communications approach has generated £111 million in incremental profits in the last six years and payback of £5.05 per every £1 spent, proving that an ethical approach can be financially rewarding too.

Judge’s comment

An impressive and straightforward case study that showed a good evolution of the campaign. The introduction of the use of ethics to the long-running strategy proved highly effective.

Andy Gilson, marketing director, General Motors