Waitrose is unveiling two new executions of its “Who are they?” strategy of highlighting the supermarket’s unique partnership structure. The ads were created by Miles Calcraft Briginshaw Duffy.
ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.
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The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.