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 the weekly magazine and quarterly Campaign IQ, 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
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More