Waitrose makes customers the star in festive ad with ‘extra dimension’

Waitrose is hoping the soothing tones of its customers singing can win shoppers this Christmas by using their voices in its festive push.


The supermarket says the involvement of customers gives the campaign an “extra dimension”.

Singing Dolly Parton’s “Try”, the voices soundtrack the story of a little girl whose ambivalent attitude toward her school gingerbread cake sale change once she learns how to make her own.

The character’s transformation aims to highlight how “when you own something, you care a little more”, a reference to Waitrose’s claim to offer better customer service than rivals because all permanent staff own a share of it. It follows on from its Easter ad campaign when it used a boy growing a carrot to reflect its co-ownership structure.

By giving customers a key role in the latest BBH-created ad, the retailer also wants to show that customers can give something back too. The song goes on sale the day the ad launches (9 November) with all the proceeds going to charity.

Rupert Thomas, Waitrose marketing director, says: The extra dimension of the soundtrack means customers can also give something back. When they donated their voice, they also had a chance to support three worthy charities who will be receiving the profits from the song when it goes on sale as the ad airs.”

Waitrose claims this is the first ad to focus on the brand in “a number of years. While it has always banged the drum of its partnership structure during the festive season, those have efforts have leant more toward pushing product rather than the values of the brand.

Sister brand John Lewis is set to debut its much-anticipated Christmas ad tomorrow (6 November).

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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