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Sales slump prompts Waitrose to target bargain hungry shoppers in new TV ad

Waitrose is seeking to shake its reputation as the preserve of the middle classes and tackle the rise of Aldi and Lidl head on with the launch of a new TV ad designed by adam&eveDDB specifically for cost conscious consumers.

Promoting its ‘Pick Your Own Offers’ deal the retailer is responding to a set of dismal Christmas trading figures which saw it rack up its worst decline in sales since 2006.

A spokesperson told The Drum that for Janurary, it will be hitting pause on its existing brand strategy of focussing on premium quality goods to instead promote the discounts it can offer.

Waitrose marketing director Rupert Thomas added: “The idea of saving regularly really appeals to shoppers, with many choosing items that they usually buy every week to generate ongoing savings. Along with Brand Price Match and our other promotions, Pick Your Own Offers shows we offer exceptional value for great quality products.”

The new deal enables shoppers to pick 10 products from 1,000 items from which they will receive an automatic 20 per cent discount at the till, a popular wheeze which has seen a million shoppers sign up since the summer.

The new campaign will premiere on ITV during the National Television Awards.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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