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.