Waitrose collaborates with pop group S Club for its latest advertising campaign, aiming to reinvigorate its No.1 premium range.
- The campaign features S Club members enjoying an after-hours event at Waitrose’s newly refurbished John Barnes store.
- A remixed version of S Club’s hit song accompanies the group as they explore and enjoy the revamped supermarket.
- Waitrose’s initiative is part of a significant investment to enhance its brand and product offerings.
- The campaign reflects Waitrose’s commitment to offering superior quality and taste with its No.1 range.
In an innovative move, Waitrose has partnered with the popular pop group S Club, enlisting their star power for the grocer’s latest campaign geared towards the relaunch of its prestigious No.1 premium range. This creative collaboration features the original members of S Club—Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara, and Rachel Stevens—engaging in a lively, after-hours celebration at Waitrose’s John Barnes store, which has recently undergone an extensive refurbishment.
The advertisement, soundtracked by a contemporary remix of S Club’s 1999 hit, ‘You’re my Number One,’ mixed by DJ Jax Jones, showcases the ensemble performing dynamic dance routines down the aisles. The sequence concludes as the group indulges in a gourmet feast prepared from the No.1 range products, ultimately leaving the store with Waitrose bags filled with upscale treats.
This advertising strategy is a segment of Waitrose’s broader initiative, which has seen a transformative rebranding effort since June. The company’s overarching goal includes investing £1 billion to enhance their store estate and product assortment, ensuring customers experience exceptional quality and taste.
Waitrose customer director, Nathan Ansell, expressed enthusiasm for the campaign, stating, “We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste.” He further noted the excitement surrounding the new track and the anticipation of fans participating in the associated dance routines.
This ambitious campaign embodies Waitrose’s dedication to excellence, both in the culinary experiences it provides and in the innovative marketing strategies it employs to connect with customers.
The collaboration between Waitrose and S Club underscores the retailer’s strategic focus on quality and brand rejuvenation.
