Waitrose launches value campaign
Waitrose has launched a multi-channel value campaign in response to Tesco¬ís Big Price Drop
The '1,000s of ways to great value' campaign will see the grocer matching the Tesco price of over 1,000 branded proucts as well as offering 1,000 products on special promotions such as buy one, get one free.
Waitrose said the campaign will be its biggest ever focus on value, followed by the launch of its essential Waitrose range in 2009, and the launch of its Brand Price Match in 2010.
The campaign will run 6-26 October and will incorporate a high profile TV, press, online and mobile display ad campaign, supported by in-store marketing and customer communications.
Marketing director Rupert Thomas said: "Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service. It's our biggest-ever value campaign because our position on value has never been stronger."
Waitrose worked with creative agency Bartle Bogle Hegarty on the ad campaign, with Manning Gottlieb OMD carrying out the media planning and buying.
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