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.
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."Follow @mattchapmanuk
This article was first published on marketingmagazine.co.uk
- Account Manager AF Selection £25,000 - £30,000, Greater Manchester
- Communications Assistant AF Selection £16,000 - £20,000, Birmingham, West Midlands
- Digital Account Manager - Brand Accounts!! Ultimate Asset £30000 - £35000 per annum + Benefits + Great Agency Culture, City of London
- Brand Manager Ball & Hoolahan £38,000 + Car/Car Allowance, London (Greater), South East England
- Customer Activation Manager Ball & Hoolahan £40,000, London (Central), London (Greater)
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Doctor Who online game gets kids coding
- Philips launches juicer video campaign with Louis Smith
- Currys PC World launches brand campaign ahead of Christmas
- Argos releases second ad in its latest strategy
- A JWT tribute to its Oxo mum: Lynda Bellingham