Waitrose pushes value range with major campaign at Piccadilly Circus

Waitrose is pushing its Essential Waitrose value range for the first time ever, with a major marketing campaign at London’s iconic Piccadilly Circus.

The high-end supermarket will be promoting its value offering under the tagline, ‘Quality you’d expect at prices you wouldn’t’ in a bid to reach consumers as they face rising food and energy costs amid soaring inflation.

The campaign will be running for one week, from 25 April to 1 May, and is expected to reach an audience of over a million people during the seven-day period.

A statement from Waitrose said that the campaign will be promoting the supermarket’s “commitment to offering excellent value for money without compromising on the things that matter most for our customers, such as quality, animal welfare and sustainability”.

Read more: Asda increases employee pay as it lowers prices on over 100 ‘family favourites’

The Essential Waitrose campaign showcases over 1,000 products which make up the Essentials Waitrose value range. It will also highlight the provenance behind some of the range’s key products, such as outdoor bred pork, free range milk and responsibly sourced fish fingers.

“We’re very excited about this ground-breaking first for us,” said Waitrose customer director Martin George.

“As customers look for ways to make their money go further, it’s the right time to promote the unmatched quality and value of our Essential range, which offers over 1,000 great products.

“Piccadilly Lights are so iconic and reach an audience of over a million people a week, so we know it’s an effective way to amplify this campaign.”

The focus on value comes as supermarkets react to the cost of living crisis which is putting a strain on shoppers’ budgets. Both Asda and Morrisons dropped prices across key essential ranges, while M&S Food has cut prices across its Remarksable value range as it focuses on “delivering trusted value” for its customers.

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