Agency: Miles Calcraft Briginshaw Duffy | Authors: Mary Tucker and Andy Nairn |
Waitrose – David vs Goliath: the rematch
INTRODUCTION
In 2002, Waitrose won an IPA award with a paper entitled 'David versus four Goliaths'.1
But unlike the biblical tale, it turned out there was a sequel to this story. And in this latest instalment, the giants would come back stronger than ever.
Our paper tells what happened next:
How Waitrose evolved its winning strategy, rather than discarding it altogether.
How this shift saw off the grocery giants once more, against all the odds.
And how communications played...