Waitrose has launched a new campaign prioritising its No.1 range.
- The campaign was developed by Saatchi & Saatchi and is featured across various media platforms.
- It creatively illustrates customers choosing No.1 range products over daily tasks.
- The campaign tagline is ‘No.1 always comes first’, highlighting premium quality.
- The relaunch includes 200 new and improved No.1 range products.
Waitrose has embarked on a bold new campaign that places its No.1 premium range at the forefront, inviting customers to prioritise this exquisite selection over routine daily activities. This intriguing approach is encapsulated in the statement, ‘No.1 always comes first’, underscoring a dedication to quality and sophistication in culinary offerings.
Conceived by the creative experts at Saatchi & Saatchi, the campaign artfully spans outdoor, social media, and print channels, effectively reaching a wide audience. Through a series of engaging scenarios, the campaign portrays individuals indulging in No.1 range items, deliberately choosing them over mundane responsibilities such as dog walking or attending meetings, thereby reinforcing the allure of this premium collection.
As part of the campaign’s distinctive characterisation, each participant is seen adopting the ‘one minute, please’ stance, subtly emphasising the irresistible draw of the No.1 products. This campaign coincides with a comprehensive relaunch of the range earlier this year, featuring 200 new and upgraded items, from Heather honey smoked salmon to truffle houmous, showcasing the brand’s commitment to excellence and innovation in food.
Nathan Ansell, Waitrose’s Customer Director, articulates that the No.1 range represents the epitome of culinary artistry for discerning food enthusiasts who seek unparalleled quality and taste. According to Ansell, this playful campaign effectively communicates the significance customers place on premium food, regardless of the occasion.
The No.1 range’s prominence in this campaign underscores Waitrose’s strategic focus on offering superior product lines, aimed at consumers who value exceptional taste and quality, revealing the brand’s ongoing efforts to solidify its position in the premium grocery sector.
This campaign distinctly positions Waitrose’s No.1 range as the ultimate choice for discerning food lovers, highlighting both innovation and quality.
