Story of the film
This film tells us how Waitrose evolved its quality-driven communications strategy to include an ethical dimension and set out Waitrose's product quality stories within a bigger, ethical picture.
This paper reveals how Waitrose evolved its quality-driven communications strategy, to include an ethical dimension.
Using television, press, radio, advertiser-funded programming and in-store advertising, amongst others, the campaign set out Waitrose’s product quality stories within a bigger, ethical picture.
For example, one of their ads promoted Waitrose’s citrus fruit by highlighting their support for the South African farmers who grow them.
This evolutionary communications approach has generated £99.2m incremental profits over five years and an ROI of £5.57 per £1 spent, proving that an ethical approach can be financially rewarding too.
Titles correct at the time of publish date
- Andy Nairn, Planning Director, MCBD
- Ken Hoggins, Creative Director, MCBD
- Peter Carter, Chairman, Consumer Insight
Award: 2007 IPA Effectiveness Awards, Gold Award
Entrant: Miles Calcraft Briginshaw Duffy
Authors: Mary Tucker and Andy Nairn
Media used: TV, Radio, Press