Waitrose is the latest brand to jump on the ‘Gen Z wrote the script for this video’ trend, this time to shout about the upmarket retailer’s animal welfare standards.
While the cause itself is certainly a worthwhile one, the video is landing a couple of weeks too late to really make the most of the viral moment which happened at the beginning of September. Instead, despite the supermarket’s best efforts, it falls a little flat.
In Gen Z terms, it’s all a bit cringe.
Yes, it’s good to know that no other supermarket in the UK has won as many Compassion in World Farming awards as Waitrose, but let’s not pretend that anyone under 30 would describe that as either ‘demure’ or ‘mindful’.
@waitrose Animal welfare? At Waitrose, that’s our vibe✨ #GenZ #Slay #Marketing #farming ♬ original sound – Waitrose & Partners
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The viral trend itself was inspired by a 12th-century B&B in Oxfordshire, which (genuinely) used the technique to great effect, as the owner described her Victorian windows as “very mindful, very demure” and racked up 11m views in just four days.
It was quickly adopted by other businesses eager to connect with Gen Z consumers, including Currys, whose own hugely-popular version featured a young employee giving a tour of the store’s latest offers using only Gen Z slang.
But to make the most of organic viral moments like these, brands must move fast – and it’s only the first few who are able to make an impression. After that, it all feels a little contrived – and that’s particularly true when it’s clear that the script has been thoroughly vetted by a decidedly non-Gen Z approval process.
“We know how important animal welfare is to our customers – so we’ve taken a lighter tone than usual,” says Waitrose executive director, James Bailey.
“If it communicates our values – it’s a win for us – but I hope my efforts at Gen Z speak don’t get too many side eyes.”
It might be a touch too late for that.
