Waitrose to spend 39m on expanding its brand

Waitrose is increasing its advertising spend by 50% to 39m this year as it aims to make the brand accessible to more consumers.

Waitrose is increasing its advertising spend by 50% to £39m this year as it aims to make the brand accessible to more consumers.

The plans are part of a move by Waitrose to expand the brand’s reach both in the UK and abroad. Last week, it announced it had signed a deal to open its first overseas stores in United Arab Emirates next year.

Waitrose buying director Richard Hodgson says that as it starts its ambitious drive abroad, it will also push a “broader brand interest in Waitrose” in the UK.

The push behind the brand will include increased TV advertising, which will be developed by its ad agency Miles Calcraft Briginshaw Duffy, which retained the account following a six-way pitch in December.

Hodgson, the former marketing director at Asda, adds: “Waitrose is an unknown quantity to many people across this country, and our new advertising will try to address that. I intend to make the brand accessible to more people.”

Hodgson was brought in by former Waitrose managing director Stephen Esom last year. Esom later left the company to join Marks & Spencer. Manning Gottlieb OMD handles the planning and buying.

Waitrose has a 4% share of the UK grocery retail market with over 187 stores nationwide, but it plans to open further stores. It has announced positive figures for the Christmas and New Year period. It has reported a 6.1% year-on-year increase in sales for the five weeks to January 5.

Charles Mayfield, chairman of John Lewis Partnership which owns Waitrose, says he is pleased with the performance “in the context of demanding conditions”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here