Waitrose has partnered with the popular pop group S Club for its latest advertising campaign aimed at relaunching its No.1 premium range.
- The advertisement features S Club members enjoying an after-hours celebration at Waitrose’s newly renovated John Barnes store on Finchley Road.
- A remixed version of S Club’s 1999 hit, ‘You’re my Number One,’ accompanies the advertisement, adding nostalgia and appeal to the promotion.
- Waitrose’s customer director highlighted the campaign’s intent to showcase exceptional new flavours and quality within the No.1 range.
- This campaign forms part of Waitrose’s broader strategy following a significant rebrand and £1bn investment in its stores and product lines.
Waitrose, a renowned upmarket grocery chain, has launched a new advertising campaign in collaboration with the iconic pop group, S Club. This initiative marks a significant moment in the relaunch of Waitrose’s No.1 premium range. The campaign aims to reinvigorate interest in the brand’s top-tier products, demonstrating their quality and appeal.
The advertisement captures a lively, after-hours visit by S Club members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara, and Rachel Stevens. Set in Waitrose’s refurbished John Barnes store on Finchley Road, the members dance through the aisles, adding a vibrant and engaging element to the campaign. This event ends with the group indulging in a feast featuring the No.1 range and departing with bags filled with Waitrose products.
Accompanying the visual element is a remixed track of S Club’s hit ‘You’re my Number One’ by DJ Jax Jones. This nostalgic tune not only enhances the advertisement’s entertainment value but also supports Waitrose’s effort to connect with fans of the group and the broader audience.
Nathan Ansell, Waitrose’s customer director, expressed enthusiasm about the campaign, stating, ‘We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste.’ This statement underscores the campaign’s dual focus on entertainment and product excellence.
This advertising move is part of a larger strategic undertaking by Waitrose, which includes a comprehensive rebranding effort initiated in June. With a substantial investment of £1bn, the company seeks to modernise its store estate and expand its product offerings, ensuring customers experience unparalleled quality and innovation.
The collaboration with S Club in the No.1 range campaign exemplifies Waitrose’s commitment to innovation and excellence in retail marketing.
