Waitrose launches a new campaign featuring S Club to promote its No.1 range.
- The video showcases S Club dancing in a Waitrose store to a remixed hit.
- Social media reactions have been overwhelmingly positive, citing nostalgia.
- The campaign includes a significant out-of-home creative push.
- Waitrose’s campaign aligns with a revamp of its premium product line.
Waitrose has initiated a comprehensive marketing campaign to spotlight its premium No.1 range. Central to this endeavour is a vibrant video featuring the renowned pop group, S Club, which is currently being disseminated across various social media platforms. The advert captures the group’s members—Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara, and Rachel Stevens—immersed in a joyous dance through the aisles of Waitrose’s recently inaugurated Finchley Road branch. The choreography is set to the tune of their classic song, ‘You’re My Number One,’ which has received a contemporary twist from famed music producer Jax Jones. Following their lively performance, the band partakes in a feast of the No.1 range products, subsequently departing with bags laden with goods.
The advertisement’s release on Instagram was accompanied by a caption from Waitrose celebrating the collaboration with Jax Jones and accentuating the ‘iconic’ nature of the S Club’s musical contribution. Reception on social media has been resoundingly enthusiastic, with one viewer hailing the effort as ‘one of the greatest ads ever’, emblematic of the positive sentiment surrounding this nostalgic reunion.
This media push complements Waitrose’s broader strategy to augment public awareness and engagement following the relaunch of its No.1 range. The upmarket retailer has expanded the line with 200 newly improved offerings, reinforcing the perception of quality and distinction. As part of this campaign, Waitrose has also embarked on a series of striking out-of-home creatives. These advertisements depict situations where customers prioritise indulging in No.1 range products above mundane daily tasks, underscored by the tagline ‘No.1 always comes first’.
By tapping into the enduring popularity of S Club and integrating innovative marketing strategies, Waitrose aims to bolster brand affinity and stimulate consumer interest in its premium offerings. The strategic use of a beloved pop group paired with innovative product placement and creative storytelling exemplifies a modern marketing tactic designed to capture and engage today’s diverse consumer base.
The collaboration between Waitrose and S Club effectively boosts the visibility of the No.1 range, showcasing modern marketing at its finest.
