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by on April 4, 2014
Waitrose ad campaign focuses on co-ownership for the first time

Waitrose will for the first time launch a television advertising campaign based on its unique culture and values as a co-owned business.

The campaign, which will launch on Saturday April 5th, will convey how the supermarket is owned by its employees (Partners) and how this has a direct impact on the service and care that customers receive.

The new TV ad starts with a young boy who has lovingly planted, nurtured and served up his own home grown carrot and concludes with a Waitrose Partner carefully rearranging carrots in a branch.


The campaign line running through all of the advertising is “ Everyone who works at Waitrose owns Waitrose. And when you own something, you care a little more.”

Rupert Thomas, Waitrose Marketing Director, said:

“The care and service that are the hallmarks of our brand  are inextricably linked to our co-owned structure.

“Because our Partners own the business, they are motivated to go that little bit further for customers – and that’s what we want to portray in this advert.’
Featuring in the ad will be 10 year-old Jack Maw, of Scarborough. Jack first took to the stage age five as Pinocchio at the local YMCA theatre and has performed in many local theatre shows. This will be his first televised commercial.

 The creative was produced by BBH with direction from Tom Tagholm.
As well as featuring on television and press ads, the campaign will also feature in a You Tube takeover on April 5th for desktop and on April 8th for mobile and tablet devices.  Click here to watch the new ad