Supermarket chain Waitrose is promoting its premium, brand-owned ‘No.1’ range with a new nationwide campaign running across a variety of formats.
Developed by creative agency Saatchi & Saatchi, the creative looks to connect ‘food lovers’ with the retailer’s recently re-launched No.1 range through a series of humorous vignettes that capture how sometimes food is the number one priority.
Centred around the strapline ‘No.1 Always Comes First’, the retailer’s work will showcase a selection of new products from the range such as wagyu beef, heather honey smoked salmon and salted caramel croissant cups.
“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,” Waitrose customer director, Nathan Ansell said.
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“They want the very best in quality and taste and have a refined appreciation for excellence. Saatchi & Saatchi has really showcased that our customers are prioritising what’s on their plate, without reason for occasion and we can’t wait to see how the new campaign resonates with our customers.”
With media planning and buying handled by MG OMD, the campaign will be brought to live via out-of-home, social media, and print to maximise awareness for the range’s re-launch.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “Shall we just take a moment for the number one? Yes, please.
“This is a lovely visual idea for the No.1 range from Waitrose that plays on how the love of really good food makes us put it before everything else – and a raised finger makes a one.”
