Waitrose will launch its first television ads this week with a &£2.5m campaign created by Banks Hoggins O’Shea FCB. Another burst of TV ads is due in the second half of the year. The first three will focus on wine, milk and fish, with a fourth on lamb breaking later in the year. Each execution ends with the strapline: ‘Waitrose: Quality food, honestly priced.’
Marketing director Mark Price says today’s (Wednesday’s) launch is the culmination of brand work over the past ten years. He adds: ‘We have been brand-building through press campaigns, publishing the Waitrose Food Illustrated magazine (through John Brown Publishing) and dot-com venture, Waitrose. com.’ Price says the new TV ads expand the Waitrose message of freshness, quality and good relations between farmer and supplier and will be backed up by competitive prices.