Supermarket psychology

David Cameron went to Asda on Monday – ostensibly to cheer the retailer’s announcement it would create 12,000 jobs in the next five years– but more likely an effort, some cynics remarked, to prove he wasn’t a snob.

Last week, Dave outed himself as a Waitrose shopper. On a visit to John Lewis to mark the store’s 150th anniversary, he said – to the shock of precisely no one – he preferred the upmarket grocer where possible, but shopped at Sainsbury’s in his constituency of Chipping Norton “because there isn’t a Waitrose”.

In London, the prime minister added, he opted for Ocado. “They told me the other day mine was the most complicated order they had, because it takes so long to go through security at the gates of Number 10 Downing Street.”

The PM compounded the potential for mockery by engaging in a bit of “supermarket psychology”. “There’s something about Waitrose customers… they are the most talkative. I find that if I shop in Waitrose in Witney, it takes me about twice as long as everyone wants to stop you and have a chat.” (Perhaps their chattiness had something to do with seeing the prime minister trundle down aisle seven, who knows?)

A wave of manufactured outrage ensued. Shadow minister Michael Dugher described the PM’s remarks as “bizarre and empty-headed”: “Cameron seems to be saying that at Waitrose you get a better class of shopper.” Labour’s Maria Eagle added: “As someone who holds an advice surgery in Asda, may I tell the prime minister that his snobbery is out of touch and misplaced?” Even Nick Clegg was quick to tell radio listeners he shopped at all the major supermarkets and didn’t play favourites.

This was all starting to look like a rerun of Cameron’s dough! moment, when he was tripped up, rather unfairly, over the price of an economy Asda loaf. It seems fitting, then, that Asda rode to the rescue yesterday by inviting the PM to its Clapham store to meet the boss of Walmart, no less, and applaud its latest jobs pledge.

An appearance at a supermarket seems to do wonders for politicians – the everyday setting means they can pretend to be ordinary for a day. The prime minister even kissed a baby (well, he let one bash him on the head) and Asda seemed delighted to have him (I’m sure his comments on Waitrose were swept under the carpet).

Of course, Cameron didn’t visit Asda to undo the ‘snob’ charge (as if he was even minded to try). His pit stop in Clapham was part of a tour of UK businesses announcing new jobs in recent weeks – among them, Birmingham Airport (4,000 new posts) and Vodafone (1,400). Building on the momentum from the Budget, the PM has been pushing his “long-term economic plan” message (hashtag – you guessed it – #longtermeconomicplan).

The photo opp in Clapham on Monday was a nice bit of PR for both Cameron and Asda, which has yet to put flesh on the bones of its jobs plan, but has signalled an expansion of stores into areas it doesn’t yet serve.

And there was more good news for the big green one yesterday: Kantar Worldpanel’s report found Asda had been “the most resilient” of the big four in the 12 weeks to 30 March.

Waitrose also managed to hold its share. The PM will be pleased.