Waitrose has launched a new campaign highlighting its No.1 premium range.
- Developed by Saatchi & Saatchi, the campaign will feature in various media.
- Customers are shown prioritising No.1 products over daily tasks.
- The campaign includes the tagline, ‘No.1 always comes first’.
- The No.1 range has been updated with 200 new and improved products.
Waitrose has introduced a new campaign to underscore the importance of its No.1 premium product range. Designed by the creative minds at Saatchi & Saatchi, this initiative aims to capture consumer attention through out-of-home, social media, and print platforms.
In this campaign, Waitrose illustrates a series of everyday scenarios where customers prioritize indulging in No.1 products above routine commitments. For instance, shoppers are seen enjoying high-quality food instead of engaging in activities like walking the dog or attending professional meetings.
Nathan Ansell, Waitrose’s customer director, highlights the essence of this campaign by stating, ‘Our No.1 range is the ultimate brand for food lovers and this tongue-in-cheek campaign highlights what really matters to our customers when it comes to food.’ The promotional effort seeks to resonate with customers who value excellent quality and taste, without necessarily waiting for a special occasion.
Adding depth to the message, the tagline ‘No.1 always comes first’ is consistently used, reflecting both the premium nature of the range and the customer’s preference for quality. Each character in the campaign embodies this sentiment through the signature ‘one minute, please’ pose, symbolising a pause for savouring superior food experiences.
Earlier in the year, Waitrose relaunched its No.1 range, enhancing it with 200 new and improved offerings. Among these are distinctive items such as Heather honey smoked salmon, truffle houmous, and tomato and vodka sauce, all curated to meet refined tastes.
This campaign effectively communicates Waitrose’s commitment to premium quality in its No.1 range.
