Waitrose talks up co-ownership model in latest TV campaign

Waitrose is launching a new ad campaign that will for the first time focus on the merits of its co-ownership model.

The new TV ad – which airs for the first time tomorrow – starts with a young boy who has grown his own carrots and ends with a Waitrose employee rearranging carrots in store.

The strapline is: “Everyone who works at Waitrose owns Waitrose. And when you own something, you care a little more.”

Waitrose said the ads would convey how the supermarket’s co-ownership model has a direct impact on customer service.

“The care and service that are the hallmarks of our brand are inextricably linked to our co-owned structure,” said Waitrose marketing director Rupert Thomas.

“Because our Partners own the business, they are motivated to go that little bit further for customers – and that’s what we want to portray in this advert.”

Waitrose has put a long version of the ad on YouTube ahead of its first TV screening during Ant & Dec’s Saturday Night Takeaway on ITV this weekend.

The supermarket also focused on its values in its Christmas advertising. The ads highlighted Waitrose’s charity work, showing a young boy out shopping with his mum as he decided to which charity he would give his green Waitrose token. 

The latest ad was produced by BBH with direction from Tom Tagholm.