With its core belief of there being a better way to do business, Waitrose was already doing the ‘right’ things when it came to ethical initiatives. However, in a competitive and increasingly cost-sensitive market, it became clear there was an opportunity to better convey the value of food produced with care.
Waitrose has always been known as a supermarket that sells top quality, great tasting food, but while its investments in animals, farmers, communities and the environment were making a positive impact, they always weren’t attracting the credit they deserved.
We worked with Waitrose to explore what the brand represents to current and future customers and how it should evolve.
Our exploration touched upon the delicate balance of purchase drivers like value, ethics, quality and cost. We grappled with themes like the physical and spiritual gains of eating ethically produced food, the extent to which ‘the greater good’ features in our internal value equations and challenging the perception that sustainably produced food is more expensive.
The end result? ‘Food to feel good about’: a confident and inspiring brand evolution, developed in a collaborative effort with Waitrose and their creative partners.