Waitrose sticks by OOH ad branded ‘tone-deaf’ by homeless charity

Depaul, which supports young homeless people locally in Manchester as well as nationally, said the work was “tone-deaf” as temperatures in the area dropped to -5C, creating even harsher conditions for those in the city experiencing homelessness.

To draw attention to the crisis that people on the streets will face this winter, Depaul placed a strongly worded retort underneath Waitrose’s ad, reading “or look out for those who are dreading them”. It asks anyone seeing the ad to donate ”a warm bed to a young homeless person this winter”.

Waitrose has now said that it will not be removing the ad, with a spokesperson telling The Drum: “This advert focuses on a seasonal product, typically enjoyed during winter. We understand that many people are facing challenges at the moment, which is why – together with our customers – we’re working with charities to offer support. These include food banks that help homeless people and organizations helping families cook healthy meals on a budget.“

The retailer also pointed out that the organizations it supports include the food redistribution charity FareShare and the Trussell Trust, a nationwide network for food banks. “We’re also helping customers to donate to foodbanks via their local Waitrose store and have collection points in every shop. Since the start of this year, our customers have donated the equivalent of over 2.2m meals.

“Elsewhere, we’re working with Home Start to teach its network of 10,000 volunteers essential cooking skills to help more families in need to cook more affordable meals.”