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Waitrose launches first ad that focuses on its co-ownership credentials

Waitrose has launched its first television advertising campaign that focuses on its staff-owned structure.

GENERAL MERCHANDISE

Waitrose launches first ad that focuses on its co-ownership credentials

The campaign, which made its airtime debut on Saturday, aims to convey how the supermarket is owned by its employees and how this impacts the service that customers receive.

The advert starts with a young boy who has 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."

The advertising creative was produced by BBH with direction from Tom Tagholm.

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