Waitrose launches “fine Dine In” campaign to win over Friday night takeaway fans
Waitrose has launched a campaign celebrating the joy of a night in to promote its premium No.1 £15 Dine In for Two and new No.1 £18 Takeaway for Four offers.
Created by Wonderhood Studios, the campaign features two 20-second films that appear to be set in restaurants. Each then reveals that the diners are actually enjoying a Waitrose meal at home.
Subscribe to TRBBoth films close on the line “It’s not fine dining, it’s fine Dine In”. The idea is that the food tastes so good it brings the feel of a night out to a night at home.
The campaign builds on Waitrose’s “The home of food lovers” platform. It aims to put the supermarket front of mind for the end-of-week treat among 18-to-35-year-olds, who might otherwise turn to a takeaway.
The campaign has launched across social and BVOD, supported by digital, OOH, and radio. It also includes a partnership with Zoe Ball on Greatest Hits Radio, featuring live reads and a listener competition.
James Rafter, creative director at Wonderhood Studios, said: “The idea came directly from the food; and that was the Waitrose Dine In range is so good you’ll probably forget you’re at home in your slippers. The line “It’s not fine dining. It’s fine Dine In” was the perfect payoff for these films that showcase how a night in can feel like a treat even when you haven’t left home.”
