Waitrose - David versus four Goliaths: how advertising quietly revolutionised a successful business

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals.
Agency: Banks Hoggins O'Shea FCBAuthor: Steve Hastings

Silver award

Waitrose

David versus four Goliaths: How Advertising Quietly Revolutionised A Successful Business

 

Waitrose A Unique Culture

Waitrose is part of the John Lewis Partnership and has a very strong culture based on coownership (Figure 1).

This culture is centred as much on the happiness of the partners as it is on profits. Any money spent on advertising is seen by the partners as coming from profit, which affects their annual bonus. So advertising has to be liked and effective to survive the unique...

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