Waitrose has launched a new seasonal campaign to promote its premium No.1 range.
The marketing activity comes three months after the upmarket chain relaunched the premium range with nearly 200 new and improved products. The move expanded the No.1 range to over 600 lines and comes at a time when consumers are trying to save money by shunning restaurants in favour of dining at home.
The new campaign spans OOH, social media, and print, and highlights moments where enjoying high-quality food takes precedence over everything else.
The activity depicts customers enjoying the supermarket’s premium products in a series of scenarios while ignoring everyday tasks. In a nod to the range’s name, each character uses the same ‘one minute, please’ gesture alongside the tagline ‘No.1 always comes first’.
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.”
