Waitrose taps into sweet tooth nostalgia

Waitrose is launching a campaign inviting customers to vote for their favourite childhood sweets, in a revival that will see the upmarket supermarket listing the winning sweet in stores.

Waitrose

Waitrose customers can vote online for a variety of old-fashioned treats including Sherbet Pips, Barley Sugar and Chocolate Limes. The winner will be announced in October.

The campaign also marks the launch of Monty Bojangles in Waitrose, a range of natural sweets including traditional favourites such as pear drops and rhubarb and custards.

Matthew Jones, Waitrose confectionery buyer said: “Retro foods have really seen a resurgence over the past year, and corner shop sweets are what everyone remembers from their childhood. It’s been a really tough task deciding which varieties to bring back onto our shelves, and that’s why we’re launching the Great Sweet Revival campaign – it’s now the nation’s chance to bring back their old favourites.”

Nostalgia in marketing has had a come back this year with brands such as Milky Way and Cadbury using old adverts to tap into childhood memories to promote products.

Nestle has reinstated the classic Milky Way TV advert featuring the red car and the blue car racing and Burton Foods’ Wagon Wheels and launched a caramel version with retro packaging from the 70’s earlier this year.

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