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Adam&EveDDB DOOH Brand Strategy

Waitrose takes over Piccadilly Lights in campaign for Essential range


By Chris Sutcliffe, Senior reporter

April 25, 2022 | 3 min read

Waitrose’s Essential range has been a staple of the grocery brand’s offering since 2009. Now, for the first time in the value-focused range’s history, it is getting its name in lights at the iconic Piccadilly Lights in London.

Waitrose Essentials

The campaign highlights the breadth of the Essential Waitrose product range

The campaign, created by Adam&EveDDB, will see the Essential brand celebrated along one of London’s most famous streets.

The ad sees multiple pack shots sit in shapes fighting for attention as tiles slide in and push others away, up and down. The shapes ultimately become a fruit machine as they jostle.

It is designed in part to showcase the variety available among the budget range, which now has over 1000 products in its offering.

Waitrose customer director Martin George explained: “We’re very excited about this groundbreaking first for us. As customers look for ways to make their money go further, it’s the right time to promote the unmatched quality and value of our Essential range, which offers over 1,000 great products.

“Piccadilly Lights are so iconic and reach an audience of over a million people a week, so we know it’s an effective way to amplify this campaign.”

The campaign itself will run across out-of-home (OOH), digital out-of-home (DOOH), print, digital display and radio throughout May.

The range was relaunched in 2020 to promote Waitrose’s commitment to environmental goals across its range of products. The primary aim of the relaunch was to highlight the retailer’s strategy of making the entirety of own-brand packaging “widely recyclable, reusable or home compostable by 2023.” The supermarket has committed to reduce Essential Waitrose packaging by 15% overall.

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