Waitrose to spend 50m on expanding its brand

Waitrose is doubling its ad-vertising spend this year to more than 50m as it aims to make the brand accessible to more consumers.

Waitrose is doubling its advertising spend this year to more than £50m as it aims to make the brand accessible to more consumers.

The plans are part of a move by Waitrose to expand the brand’s reach both in the UK and abroad. Last week, it announced it had signed a deal to open its first overseas stores in United Arab Emirates next year.

Waitrose buying director Richard Hodgson says that as it starts its ambitious drive abroad, it will also push a “broader brand interest in Waitrose” in the UK.

The push behind the brand will include increased TV advertising, which will be developed by its ad agency Miles Calcraft Briginshaw Duffy, which retained the account following a six-way pitch in December.

Hodgson, the former marketing director at Asda, adds: “Waitrose is an unknown quantity to many people across this country, and our new advertising will try to address that. I intend to make the brand accessible to more people.”

Hodgson was brought in by former Waitrose managing director Stephen Esom last year. Esom later left the company to join Marks & Spencer. Manning Gottlieb OMD handles the planning and buying.

Waitrose has a 4% share of the UK grocery retail market with over 187 stores nationwide, but it plans to open further stores. It has announced positive figures for the Christmas and New Year period. It has reported a 6.1% year-on-year increase in sales for the five weeks to January 5.

Charles Mayfield, chairman of John Lewis Partnership which owns Waitrose, says he is pleased with the performance “in the context of demanding conditions”.


Canon pushes Generation Green brand

Marketing Week

Canon is bringing its range of eco-friendly printer products and its environmental initiatives under a new brand. Generation Green aims to make it easy for consumers to identify and learn about its green products. Generation Green is divided into three product classification categories: eco-conscious, eco-standards and eco-friendly. Eco-conscious includes double-sided printing as standard, several packaging […]

Landwind set to appoint Spirit to handle 20m ad account

Marketing Week

Landwind, the Chinese car brand launching in Europe this year, is poised to appoint Spirit Advertising to handle its £20m advertising account after a protracted pitch. Media Planning Group, which pitched with Spirit, is thought to be in line to pick up the company’s media planning and buying business. The two agencies competed against an […]

Ruth Mortimer: Brands should follow new soap operas lead

Marketing Week

The new soap opera from ITV, Echo Beach, has more to interest viewers than ex-Neighbours heartthrob Jason Donovan. Unlike a traditional soap, Echo Beach comes hand-in-hand with its own behind-the-scenes “mockumentary” called Moving Wallpaper. The idea is that while people watch the fictional story unfold in the soap opera, they can also see a comedy […]


    Leave a comment