Waitrose’s new campaign promoting the upmarket grocer’s Brand Price Match pledge continues its quest to reassure consumers that it offers value for money.
The gloss of the latest TV campaign is in stark contrast with Waitrose’s sparse Christmas ad - when it opted for a pared back creative in order to donate the money saved to charity.
The new picturesque ad succinctly conveys three key pillars of Waitrose’s strategy - a traditional cheese factory highlights its quality, a small fishing trawler underlines its responsible sourcing and a well-dressed staff member emphasises its service.
The ad ends with a voice-over stating that, not only does Waitrose deliver on these promises, it also keeps its prices keen by matching branded products at Tesco.
Created by Bartle Bogle Hegarty, the polished ad communicates the point well - that despite Waitrose’s determination to be competitive on price, it is not sacrificing its premium products or service.
The advert could, however, have better emphasised the grocer’s value credentials by showing more specific examples of products included in the price-match offer. The majority of screen time is spent on the retailer’s premium offer.
Overall though, it is well put together and should appeal to quality-seeking but value-conscious consumers.
It should also continue the momentum Waitrose has made in promoting the fact that, despite its premium products, the grocer can offer value for money.
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