Waitrose, owned by the John Lewis Partnership, has picked adam&eveDDB to run its £25m ad account.
The review kicked off earlier this year after incumbent BBH resigned to handle rival Tesco’s £110m creative account.
Final pitches between Lucky Generals, WCRS and Creature took place last week. JWT and CHI&Partners were knocked out earlier in the process.
Rupert Thomas, marketing director, Waitrose, said: “Adam & Eve DDB is an outstanding creative agency with an exceptionally strong track record. They will play a key role in helping us to deliver the hallmarks of our brand; quality, innovation and trusted provenance. We hope this will be the start of a successful and long term relationship.”
Adam&eveDDB was believed to be the favourite throughout the process given the agency’s long-running relationship with sister brand John Lewis, which has resulted in the now iconic Christmas ads.
The Drum understands the first work will be the retailer’s Christmas campaign and will present a "more modern" Waitrose.
Waitrose has performed strongly in the grocery sector against a backdrop that has seen its Big Four rivals Tesco, Sainsbury's Morrisons and Asda lose marketshare to discounters such as Lidl and Aldi.