When Waitrose tweeted ‘Finish the sentence: "I shop at Waitrose because ________." #WaitroseReasons’ on Monday, it was probably expecting that one or two joke comments would be made, but could not have known the number of responses it would lead to.
A fail in terms of the responses – but definitely good in terms of publicity – it receive replies such as this from @undercoverman: ‘I shop at Waitrose because I like watching Daily Mail readers support neo-socialist institutions.’
Meanwhile, @amoozbouche tweeted ‘I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people’ and ‘I also shop at Waitrose because I was once in the Holloway Rd branch and heard a dad say "Put the papaya down, Orlando!"’.
Other tweets suggested that Waitrose was best for unicorn food and 24ct gold thread toilet paper (except from the Essentials range), that ‘Clarrisa's pony just WILL NOT eat ASDA Value straw’ and ‘because I want to prove to Jeremy Kyle that I am not a 21-year-old dole scrounging father-of-two’.
What do you think? Was the campaign a success or failure for Waitrose in terms of publicity?