Though kids aren’t invited to the party in the main commercial, the brand is appealing to families by sponsoring the popular competition show The Voice on British broadcaster ITV.
Mindful of the ongoing cost of living crisis, Waitrose will also feature an array of products at different price points in its campaign. The focus on a house party also reflects the fact that “people may be hosting more at home and going out less” in the current climate, said Goodwin.
As budget supermarkets like Aldi and Lidl have gained traction in the downward economy, Waitrose faces a marketing challenge to break away from an inaccessible image while maintaining its focus on quality. Ansell said Waitrose’s customer numbers have increased by about 800,000 so far this year thanks to a campaign in February that promoted value and price cuts, as well as product innovations such as its recent Japan Menyu range.
As Goodwin said of the holiday push: “People may be coming to Waitrose for Christmas, but we want to make sure they come after Christmas too.”
CREDITS:
Client: Waitrose
Advertising Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Executive Creative Director: Raphael Basckin
Creative Director: Ashley Milhollin
Copywriters: Sam Pascoe, Olivia Weston
Art Directors: Heath Sims, Emily Downing, Christina Leaver
Head of Design: Kris Miklos
Planning Partner: Craig Adams
Managing Partner: Alice Flanagan
Business Lead: Nadia Singh
Account Directors: Sarah Covill, Jennifer Mizzi, Leela McElroy
Account Manager: James Hall
Executive Production Manager: Matt Hodges
Executive Producer: Adam Walker
Integrated Executive Producer: Hannah Wood
Senior Integrated Producers: Jessica Nelson, Sarah Beastall, Michelle Walton, Michelle Kuginis
Production Assistant: Mickalah Aldridge
Production Company: Anonymous Content
Director: Autumn de Wilde
Director of Photograph: Christopher Blauvelt
Producer: Peter Knowles
Editor: Dominic Leung @ Marsheen
Post-Production Company: Rascal
Post-production Producer: Ben Spalding
Sound Engineer: Sam Ashwell @ 750mph
Casting Director: Claire Curry of Claire Curry Castin
Media Agency: MG OMD