IPA Effectiveness Awards 2008: Silver Award - Waitrose


This case study demonstrates how Waitrose evolved its quality-driven strategy to incorporate an ethical element. Using an integrated campaign with TV, radio, press and in-store advertising, among others, the campaign set out to position Waitrose as an ethical company as well as a retailer of fine foods. For example, one ad promoted pork and sausages by emphasising that Waitrose sources them from British pig farmers who conform to the highest standards of animal husbandry. This communications approach has generated £111 million in incremental profits in the last six years and payback of £5.05 per every £1 spent, proving that an ethical approach can be financially rewarding too.


An impressive and straightforward case study that showed a good evolution of the campaign. The introduction of the use of ethics to the long-running strategy proved highly effective.

- Andy Gilson, marketing director, General Motors

Title: David vs Goliath: The rematch
Client: Waitrose
Entrant: Miles Calcraft Briginshaw Duffy
Authors: Andy Nairn, Mary Tucker, Miles Calcraft Briginshaw Duffy
Media used: TV, magazines, radio, interactive, DM, sponsorship


An evolutionary and ethical communications approach generated £111 million in incremental profits in the last six years and a payback of £5.05 for every £1 spent.