Waitrose social media reach is up by 40% as it “shows its cheekier side” and partners with celebrity influencers across TikTok and Instagram.
Marketing director Nathan Ansell highlighted the increase in an interview with business magazine Raconteur, explaining that the upmarket retailer has been making efforts to boost its standings in a cost of living crisis.
The new approach comes as the typically upmarket retailer looks to become more attractive to a wider audience.
“Waitrose is expanding its marketing strategy to embrace more modern media channels, particularly those social platforms which are typically popular with younger shoppers,” he told the magazine.
“We’re now live on TikTok and Instagram. Social media reach is up about 40% year-on-year, which is a very deliberate effort, and we’re working with lots of new influencers to cut through.”
Among those high-profile influencers Ansell revealed the retailer has working with are TV personality Sam Thompson, known for his appearances on ‘Made In Chelsea’ and ‘I’m a Celebrity… Get Me Out Of Here’.
Thompson, who has 2.6 million followers, has worked with Waitrose on a number of occasions, from promoting a Valentine’s Day meal deal (in a post which was viewed 32 million times) to a comedy Easter skit which also starred Pete Wicks.
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Waitrose’s recent ‘Good Right Now’ ad featured Love Island’s Farmer Will celebrating his love for barbecues across Instagram in a comedy spot. The social campaign, which ran across Instagram, was a refreshing step change from the traditional quality-focused marketing activity from the supermarket.
High-profile sponsorships have also proven to be a valuable vehicle for the brand as it looks to attract new shoppers, lending its name to popular primetime shows such as I’m A Celebrity, The Voice and The Great British Bake Off.
It’s a smart marketing strategy, which allows Waitrose to “show a more fun, more energetic, slightly cheekier side,” and build an ongoing relationship with viewers over the course of a number of weeks.
“Good brands do three things,” Ansell said on the reasons for Waitrose’s Gen Z social media offensive. “They’re realistic about the challenges they face, they drive relevancy and they’re relentless.”
Waitrose is not the only supermarket to be embracing new media channels as it taps into new audiences – middle-class rival M&S has also been making moves on TikTok, turning Percy Pig into a meme and tapping in to the pulling power of celebrity chef Tom Kerridge.
