Waitrose takes on Tesco with biggest value campaign

Waitrose has made a £19m commitment to continue to match Tesco's prices, as it gears up for its biggest-ever value-focused campaign.

Waitrose: biggest value campaign
Waitrose: biggest value campaign

The ‘1,000s of ways to great value’ drive follows Tesco’s ‘Big price drop’ campaign, backing price-cuts on 3000 products, at a cost of £500m.

The Waitrose ads, by Bartle Bogle Hegarty, will focus on its pledge to price-match more than 1000 products against Tesco. It will also push its 1500-strong ‘Essential’ range, and the 1000-plus products it places on special offer each week. The TV ads will run for three weeks from Thursday,  supported by in-store activity and online display ads.

Waitrose marketing director Rupert Thomas insisted the supermarket is committed to the Tesco price-match for the long term, as it is ‘getting more customers into stores’.

Thomas said that its continuing commitment to match Tesco’s prices will cost Waitrose £20m each year.

He added that its ‘Essential’ value range now accounts for 18% of all the supermarket’s sales, with the 1500 lines forecast to be worth an estimated £900m by the end of this year.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published