Waitrose is launching a campaign to showcase its lower cost range ‘Essential Waitrose’, just one month after Asda unveiled its ‘Just Essentials’ brand.
Their new campaign ‘Quality you’d expect at prices you wouldn’t’ aims to highlight their commitment to value, while also pointing to the provenance of some of the key products.
n‘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’, says Waitrose customer director Martin George.
With grocery prices on the rise, the campaign is particularly relevant as the cost of living crisis continues to worsen. By promoting their own value range label for the first time Waitrose demonstrates empathy and awareness of the economic situation.