Waitrose launches TV ads to focus on quality

Waitrose is launching a new TV ad to reinforce its quality positioning. It has been created to counter price-driven advertising launched by rival supermarket chains.

Waitrose will also for the first time advertise its money back guarantee. It will make the point: “We’re so confident in the quality of our food, if you don’t enjoy it, we’ll replace it and give you your money back.”

Created by Miles Calcraft Bringshaw Duffy, the ad will break on October 7 as part of Waitrose’s autumn advertising push which will showcase a range of “inspirational” food and offers.

The overall campaign will aim to reinforce the chain’s positioning as the retail destination for quality food and highlight its commitment to providing value to consumers.

Mark Price, Waitrose managing director, says: “In the current climate, cheapness has become confused with value in food retail. But true value is always going to be a balance between quality and price, and our new advertising campaign is designed to remind customers that Waitrose doesn’t cut corners on food quality.”

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