New Campaigns: Waitrose

Waitrose is launching an ad campaign in the national press and magazines ahead of Christmas. The Christmas campaign, featuring portraits of Waitrose suppliers, was created by How and carries the strapline ‘Waitrose. The Best of Everything This Christmas’.

Three different ads will appear as double-page spreads in BBC Good Food, Easy Living, Good Housekeeping, The Guardian Weekend, Observer Food Monthly and The Sunday Times Magazine from November 1. The campaign is seen as an escalation of last year’s successful Christmas push, which featured farmers and suppliers of distinctive festive products wishing Waitrose customers a ‘Happy Christmas’ from around the world. Media planning and buying is through Brand Connection.

Waitrose has bucked the trend of retail gloom, increasing trade by 17 per cent in the past year, compared with an overall three per cent drop in trade at the John Lewis Partnership, which owns the chain.

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