Waitrose has leaned into its new brand promise of ‘Food to Feel Good About’ with its debut campaign from Saatchi & Saatchi, putting “great tasting products” at the heart of the creative.
Focusing on Waitrose’s new Japan Menyū range, the nationwide marketing campaign kickstarts the new relationship between the upmarket grocer and the London agency with a series of ads running across print, audio, digital, display and OOH.
Launching on 4 October, the multi-channel media campaign was planned and bought by MG OMD, with strong imagery and strategic placement showcasing how the new range is ‘good’ for Waitrose’s busy customers.
Numerous touchpoints allow the ads to deliver this targeted messaging, with one highlighting that the range is ‘Good for a midweek quickie’, while another focuses on positioning the dishes as ‘Good news for tired cooks’.
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“Our new Japan Menyū range is hugely exciting for all of us here at Waitrose, so what better way to mark the launch than with our first campaign with the brilliant team at Saatchi & Saatchi,” said Waitrose customer director Nathan Ansell.
“Our new campaign makes a statement that can’t be missed by our audiences, whether that’s on the tube, on a digital screen or through the ad they hear on the radio.
“Our brand promise of Food to Feel Good About, which we launched a year ago, remains at the heart of this campaign, and our Japan Menyū range is most definitely something that our customers can feel really ‘good’ about.”
Saatchi & Saatchi chief creative officer Franki Goodwin added: “It was so exciting to get our hands on this amazing range and bring the food photography to life.
“It’s the start of a lot of good we’re going to be doing in the coming months.”
