Waitrose has kicked off a brand relaunch with the new strapline ‘Food to Feel Good About’.
The new brand proposition is part of the upmarket retailer’s plan to make more of its quality and sourcing credentials as the cost of living crisis has seen many of its customers reducing basket spend.
Waitrose said the move was an “integrated brand campaign highlighting quality, taste, ethics and value, to celebrate food that makes a positive difference”.
It added that it wanted 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”.
Last week Waitrose reported in the six months to July, customer numbers increased by 6%, but its like-for-like sales fell by 5% to £3.6bn.
During the period, transactions increased by 14% but transaction value fell 18%.
After publishing the results Waitrose executive director James Bailey ruled out any compromise on product specification or sourcing standards as a way to lower prices.
“Quality is a red line for us,” he said. “We can only ever be successful in the market by being the best version of ourselves we can be.”
He suggested instead Waitrose would be looking to better communicate with customers around its products.
The retailer said today the new brand expression is based on insight from over 4,000 target customers and Partners and that it “wanted to build on our brand’s natural strengths to make Waitrose even more appealing to our customers”.
The campaign features a new 60-second TV ad that asks a series of questions about the sourcing and specifications across a range of Waitrose products, including Wookey Hole cheddar and its hand-stretched pizzas. The ad states “when we ask more questions, we get better answers”.
“We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about,” said Waitrose customer director Martin George.
“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure our brand refresh will help make Waitrose feel more relevant and compelling for our customers.”
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