Waitrose Twitter campaign hijacked by 'upper class' jibes

Waitrose has seen its latest foray into social media hijacked by people making fun of the supermarket's perceived social reputation on Twitter.

Waitrose: Twitter backlash
Waitrose: Twitter backlash

The supermarket chain launched its campaign on Monday (17 September) with a tweet that asked shoppers to complete the sentence, "I shop at Waitrose because..."

Waitrose has taken the satirical replies in good humour and thanked people for their funny tweets with a spokeswoman saying "it certainly provoked a reaction but we like to hear what people think".

Despite the backlash, Jason Woodford, chief executive at digital marketing agency SiteVisibility, said the campaign should not harm the brand image.

He said: "This was a very clever marketing ploy from Waitrose and it has reinforced its brand values of quality and reliably excellent service as a key point of differentiation from the other grocery chains.

"Their marketing team and management has managed to reflect a personality as well by recognising the humorous elements of both their campaign and some of the responses its encouraged."

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

MOST READ

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.

Just published