In celebration of the launch of its new No.1 range, Waitrose is channelling a hearty dose of early-Noughties nostalgia by remixing S-Club 7’s iconic 1999 hit ‘You’re My Number One’.
Devised in partnership with creative firm Wonderhood Makers, the work brings together the iconic group, in its new guise as ‘S Club, with top DJ Jax Jones to create an entirely new version accompanied by its very own music video.
Described by the upmarket grocer as a ‘match made in TikTok heaven’, the collaboration is looking to heavily leverage the social media nostalgia trend in a bid to appeal to a new generation of food lovers by tapping into the Y2K cultural revival.
‘While the deliciousness of the No.1 range naturally takes centre stage, the Waitrose team was also very passionate in letting creativity lead throughout this campaign and being the conduit to allow two (other) British icons to come together to create a moment in culture,” Wonderhood Makers founders, Katie Hunter and Jo Lumb.
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Brokered by Simon Fuller’s XIX Entertainment, the partnership will look to amplify the No.1 range with an activation that would span generations and create joy among customers.
Waitrose customer director, Nathan Ansell added: “We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste.
“We can’t wait to see what customers think about the new track and we look forward to seeing fans and our partners trying out the dance routine for themselves!’
