Just weeks after Asda announced that it was launching a new value-oriented own-label range called ‘Just Essentials’, Waitrose has commenced a new campaign for its ‘Essential’ budget line.
When Asda unveiled the name of its new range, Waitrose sent a legal letter challenging the use of the word Essential. A spokesperson for Waitrose said it was “surprised” Asda was launching a low-cost range with a similar name, claiming its own Essential brand has built up a “strong reputation for value, quality and higher welfare standards” since its launch in 2009. The upmarket supermarket also noted its range is “protected” by trademark.
Asda responded at the time, claiming that the word ‘essentials’ is a generic and commonly used term by retailers to describe their value product ranges.
With the tagline ‘Quality you’d expect at prices you wouldn’t’, the new Waitrose campaign launched this week aims to highlight the chain’s commitment to value amid the cost of living crisis. It also points to the provenance of some of the key products, including outdoor bred pork, free-range milk, and responsibly sourced fish fingers.
Waitrose stated that its decision to push the value range now was not related to the imminent launch of Asda’s budget range, and it had been in planning for time. It will run across out of home, print, digital display and radio until the end of May. It will also appear on London’s Piccadilly Lights until 1 May.
Martin George, Waitrose Customer Director, said: “As customers look for ways to make their money go further, it’s the right time to promote the unmatched quality and value of our Essential range, which offers over 1,000 great products.”
Asda announced yesterday that it was investing more than £73m to reduce the prices of over 100 everyday grocery items. It also confirmed that the ‘Just Essentials at Asda’ range, covering 300 lines, will start rolling out next month as a replacement for its existing Smart Price products.
