The best ever Christmas (2012)
Best Dedication to Effectiveness sponsored by Warc
Campaign: The best ever Christmas
Entrant: Bartle Bogle Hegarty
Principal Authors: Debra Stephens - BBH, Michelle Gilson - BBH
Contributing Authors: Paddy Adams - Manning Gottlieb OMD, Diego Usai - BrandScience
Credited Companies: Waitrose - Client, BrandScience - Econometric modelling agency, Manning Gottlieb OMD - Media Agency
Waitrose was facing challenging market conditions, fiercer competition and no significant new news. To address this it made the tough decision to invest more in the brand, despite everything pointing to promoting price, and transformed their existing assets into a showcase to make the brand more magical and inclusive. The campaign attracted less frequent, lighter customers to Waitrose and created the best Christmas Waitrose ever had, delivering the highest growth in like for like sales in the grocery sector of more than 3.8%, and a net profit payback of £1.89 in just over eight weeks.
A remarkable case of Waitrose adopting a brave strategy in order to stay true to its brand, in the face of competitors focused on price promotion in a tough economic environment. The judges particularly liked the exploration of new channels to attract new customers.