Waitrose to challenge Tesco with price campaign created by Bartle Bogle Hegarty
Waitrose will tomorrow launch a campaign aimed at the price conscious, which aims to convince the public that it can compete with supermarkets such as Tesco on value.
Developed by Bartle Bogle Hegarty, and with media planning and buying carried out by Manning Gottlieb OMD, the ‘1000s of ways to great value’ campaign will run from 6-26 October.
The TV, press, online and mobile display ad campaign will be supported with extensive in-store marketing and customer communications.
The campaign will focus on three messages:‘Essential Waitrose’: featuringover 1000 ‘great value daily essentials’; a brand price match, with over 1000 everyday branded products at the same price as Tesco; and offers, with over 1000 products on offer every week like buy one get one free.
Rupert Thomas, Waitrose marketing director, said: “Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service.
“It's our biggest-ever value campaign because our position on value has never been stronger.”