Url: https://www.johnlewispartnership.media/news/waitrose/20092022/waitrose-launches-food-to-feel-good-about-brand-positioning-with-new-campaign?brand=waitrose

Waitrose launches Food to Feel Good About brand promise with new campaign


Waitrose is today launching its new brand promise - Food to Feel Good About. This will be an integrated brand campaign highlighting quality, taste, ethics and value, to celebrate food that makes a positive difference.

The new brand campaign supports our ambition to go further in our ambition to give animals a better life and farmers a better future, and to look after people and the planet - all in our pursuit of offering the highest quality and best tasting food. 
Our new brand expression builds on the direction set in our Partnership Purpose and our Waitrose Customer Strategy which has been based on insight from over 4,000 target customers and Partners. We wanted to build on our brand’s natural strengths to make Waitrose even more appealing to our customers. 

In the advertising we boldly state, “when we ask more questions, we get better answers” to help deliver the best quality, even more delicious food - always at fair prices. The campaign asks a series of questions about the food we all eat, positioning Waitrose as always challenging, always questioning and always going further to find out if there is a better way. 

The hero 60 second TV ad created by adam&eveDDB and directed by the award-winning Bryan Buckley of Hungryman, is narrated by actor and comedian Jamie Demetriou (Stath Lets Flats, Fleabag), as it takes viewers on a joyful journey through different food moments, with a new and more confident tone of voice for the brand. 

Waitrose Partner Vanessa Jones appears in Wookey Hole, showing delicious Wookey Hole cheddar. Vanessa, who has worked for Waitrose for 26 years, is a cheese specialist and shows the care behind every product. 

The campaign will launch on TV today, Tuesday, 20th September in marquee spots throughout the campaign including Great British Bake Off with 60 and 30 second spots. 

Martin George, Customer Director at Waitrose, commented: “We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about. 

“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure that our brand refresh will help to make Waitrose feel more relevant and more compelling for our customers.”

The media campaign was planned and bought by MG OMD and will run across TV, BVOD, You Tube, OOH, Print, Display & Social, creating a multi-touchpoint campaign that delivers impact and cut-through with our most valuable audiences. 

Geraldine Ridgway, Executive Director at MG OMD, commented: “Within this campaign it was critical that we not only landed quality and taste, but successfully communicated to our audience the lengths Waitrose goes to when it comes to sustainability and welfare too.

“As a result, we have created a multi-channel campaign, which includes a mix of high impact formats to boldly land Food To Feel Good About, alongside a data led targeting approach, to ensure we are reaching the most relevant audiences and most importantly, our audiences are seeing all proof points”.

About the John Lewis Partnership 
The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical experiment over a century ago, the Partnership is now the largest employee-owned business in the UK, with over 80,000 employees who are all Partners in the business. The Partnership is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities. Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.


Waitrose & Partners has 331 shops in England, Scotland, Wales and the Channel Islands, including 59 convenience branches, 27 shops at Welcome Break locations, and Waitrose.com - its fast-growing online shopping business, consistently rated highly by independent research. The retailer combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. As part of an employee-owned business, all Partners have a say in how the business is run. 


Adam&eveDDB creds: 

Client: Waitrose & Partners
Project/Campaign name: Food to Feel Good About
Chief Creative Officer: Richard Brim
Executive Creative Director/s: Matt Gay, Feargal Ballance
Creative Director/s: Mark Shanley, Molly Wilkof
Agency producer/s: Sally Patterson
Planner/s: Hugh de Winton, Shu Han Lee
CEO: Tammy Einav
Managing Director: Paul Billingsley
Business Director/s: Loella Collier
Account Director/s: Georgia Roca
Account Manager/s: Beth Bridgen
Designer/Typographer: Paul Knowles @ King Henry
Media agency: Manning Gottlieb OMD
PR agency: FINN Partners
Production company: Hungry Man 
Executive Producer: Matt Buels
Producer: Chris McBride
Director: Bryan Buckley
D.O.P: Gary Shaw
Editing Company: The Assembly Rooms
Editor:Adam Spivey
Post Production:Rascal
Post Producer: James Beck
VFX Supervisor: Andrew ‘Barnsley’ Wood
2D Lead: Holly McLean
2D: Mikael Theander, Ben Stonehouse
Colourist: Lewis Crossfield at Time Based Arts
Music Supervisor: Leland 
Audio Post Production: Factory
Soundtrack name and composer: Come Ray and Come Charles / Michel Legrand

Contact Details:

For more information please contact:
Claire Earley - [email protected]