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
- Planner - Charity / DM - Award-winning London agency - to £35k Fill Recruitment £35k plus superb benefits and bonus opportunity!, London (Greater)
- Freelance Account Manager/ Senior Account Manager Prospect Resourcing Ltd £150 - £200 per day, London (Greater)
- Digital Creative Director - (Copy) £75,000 London EC2 Mark Paine Recruitment to £75,000 plus benefits, EC2A 1AE, London (Greater)
- SEO Manager - Client-side! Leading UK Lifestyle Publisher! Ultimate Asset £45000 per annum, Hammersmith and Fulham
- Sales Manager - Video, Mobile & TV plus some management Ultimate Asset £38000 - £45000 per annum + commission & benefits, London
- WPP, Daily Mail and SnapChat launch content agency Truffle Pig
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- UK agencies win 7 Media Lions
- Twitter to embrace power of TV in UK ad campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account