Waitrose launches new ‘value-focused’ TV campaign
Upmarket grocer Waitrose is to launch its first TV advertising campaign that will focus on value, in order to counter the rise of low cost rivals such as Aldi and Lidl.

The supermarket was overtaken by Aldi as the sixth largest grocery chain in the UK last year. It recently announced its worst fall in Christmas sales since 2006.
The new TV campaign will focus on Waitrose’s ‘pick your own’ offers programme. The scheme allows customers to select their favourite products from a list of 1,000 and receive a 20% discount on them every time they shop.

Waitrose marketing director Rupert Thomas told The Guardian: “The idea of saving regularly really appeals to shoppers, with many choosing items that they usually buy every week to generate ongoing savings. Along with Brand Price Match and our other promotions, Pick Your Own Offers shows we offer exceptional value for great quality products.”