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adam&eveDDB

Core disciplines: Advertising/Creative, Digital

Same day TV; Cow Cam

Same day TV; Hen Cam

Live digital outdoor

Live streaming

Next day print

Next day print

 

Live streaming to lift the lid on uncompromisingly good food

 

Challenge

Waitrose has always been associated with quality food. However, as the UK grocery sector becomes increasingly saturated, we needed to find a way to stand out and differentiate from both competitors with bigger marketing budgets, as well as price-driven discounters.

 

Strategy

In Spring 2016, we developed our new campaign in response to demand from consumers in the UK for genuinely high quality food and their desire for reassurance about its provenance. Our ambition was to show consumers the uncompromising standards that Waitrose holds to with an openness and honesty never seen before, by using the immediacy of live streaming technology and TV ads filmed and aired on the very same day.

 

Results

  • In a deflationary food market, the campaign helped Waitrose grow like-for-like sales by +2.1% in the 12 weeks to 22nd May and gained a record share of 5.3%.
  • The campaign cut through: recognition was in the top 15% of campaigns ever tracked. 
  • TV drove quality perceptions to their highest for some years, the campaign drove brand perceptions, and 71% of people who saw the full campaign say it improved their opinion of Waitrose quality. 
  • The campaign drove purchase intent: 6/10 of people who saw the campaign say it improved their consideration to shop at Waitrose.
  • The campaign drove deeper brand engagement: the YouTube live stream was viewed by 5m users, with the YouTube masthead outperforming all Google benchmarks in terms of impressions volumes.

 

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