Waitrose’s new campaign focuses on shoppers prioritising eating products from its No.1 premium range over carrying out everyday tasks

Developed by new creative agency Saatchi & Saatchi, the grocer’s seasonal campaign will be showcased across OOH, social media, and print.

It depicts customers enjoying the supermarket’s No.1 range in a series of scenarios while ignoring everyday tasks, such as taking the family dog for a walk or joining an office meeting.

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In a nod to the premium range’s name, each character also features the same ‘one minute, please’ pose alongside the tagline ‘No.1 always comes first’.

Waitrose customer director Nathan Ansell said: “Our No.1 range is the ultimate brand for food lovers and this tongue-in-cheek campaign highlights what really matters to our customers when it comes to food.

“They want the very best in quality and taste and have a refined appreciation for excellence.  Saatchi & Saatchi has really showcased that our customers are prioritising what’s on their plate, without reason for occasion and we can’t wait to see how the new campaign resonates with our customers.”

The new campaign comes as the supermarket recently relaunched its No.1 range earlier this year, with 200 new and improved products including Heather honey smoked salmon, truffle houmous and tomato and vodka sauce.