Wilkinson Sword 'mow the lawn' by JWT New York
Agency: JWT, New York
Rating: 5.0
Waitrose takes on Tesco with biggest value campaign
By Matthew Chapman, marketingmagazine.co.uk, Wednesday, 05 October 2011 08:30AM
Waitrose has made a £19m commitment to continue to match Tesco's prices, as it gears up for its biggest-ever value-focused campaign.
Waitrose: biggest value campaign
The ‘1,000s of ways to great value’ drive follows Tesco’s ‘Big price drop’ campaign, backing price-cuts on 3000 products, at a cost of £500m.
The Waitrose ads, by Bartle Bogle Hegarty, will focus on its pledge to price-match more than 1000 products against Tesco. It will also push its 1500-strong ‘Essential’ range, and the 1000-plus products it places on special offer each week. The TV ads will run for three weeks from Thursday, supported by in-store activity and online display ads.
Waitrose marketing director Rupert Thomas insisted the supermarket is committed to the Tesco price-match for the long term, as it is ‘getting more customers into stores’.
Thomas said that its continuing commitment to match Tesco’s prices will cost Waitrose £20m each year.
He added that its ‘Essential’ value range now accounts for 18% of all the supermarket’s sales, with the 1500 lines forecast to be worth an estimated £900m by the end of this year.
This article was first published on marketingmagazine.co.uk
Related articles
- Waitrose rolls out Christmas cooking 'how-to' videos
- Tesco misled public in Price Check ads
- Waitrose unveils first loyalty card in strategic shift
- Sainsbury's enters brand pricing war
- Tesco hit by UK sales drop as non-food demand slows
- Waitrose pushes first 'Food, Fashion and Home' store
- Tesco Finest range tops own-label preferences
- Tesco mixes augmented reality into Price Drop push
- Tesco launches Big Price Drop campaign
Additional Information
Campaign Jobs
- Head of Food Innovation Stopgap £65000 - £70000 per annum, South East England
- Motion Designer Premier Media Plus Benefits, Central London
- Digital Marketing Executive Better Placed Recruitment £20000 - £25000 per annum + Benfits, Leeds
- Email Campaign Manager Brand Recruitment £25000 - £35000 per annum, Cambridge
- Marketing Executive - Email & Retention (1 year contract) Brand Recruitment £18000 - £23000 per annum + per annum + excellent benefits, Sleaford
Highest rated
Most viewed
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
Most commented
-
30 Seconds to Mars stratospheric rise on social media
In the week that it was shown that users only visited the planet Google+ for less than 7 minutes a month it’s interesting to look at how a contemporary rock artist brand goes about using social media in their marketing and the different levels of interest on different platforms.
