Waitrose brand campaign claims co-ownership structure improves service

Waitrose is again underlining its points of difference in its television advertising with a campaign claiming its co-ownership structure means staff offer customers better service. 


The BBH-created ad tells the story of a young boy planning and growing a carrot in his garden.

The ad, soundtracked by The Cinematic Orchestra’s “To build a home”, ends with him presenting his family with a single carrot and the line “when you own something, you care a little more” with the voiceover explaining that all Waitrose staff have a stake in the business because of its co-ownership structure. 

Rupert Thomas, Waitrose’s marketing director, says: “The care and service that are the hallmarks of our brand are inextricably linked to our co-owned structure. Because our partners own the business, they are motivated to go that little bit further for customers and that’s what we want to portray in this advert.”

Waitrose’s Christmas brand campaign eschewed the glitz and glamour of rivals’ festive efforts by highlighting how it “gives something back” through its charitable partnerships, the second year it had run a pared back Christmas ad. 

The service and values-led approach has paid off. Latest Kantar figures show same store sales were up 5.6 per cent in the 12 weeks to 2 February and market share growing to 4.9 per cent. 


Ruth Mortimer

Four critical characteristics of the modern CMO

Ruth Mortimer

What is a chief marketer in 2014? I’ve been busy hosting sessions and taking part in panels at this year’s Advertising Week Europe in London – see our cover feature for details – and I’ve come up with four things you need to know about the chief marketing job right now.