Waitrose: Transforming performance through perceptive brand extension

Waitrose is the food retailing arm of the John Lewis Partnership, one of the UK's most successful and trusted companies.

Waitrose: Transforming performance through perceptive brand extension

SNAPSHOT

The food retailer's new 'essential' brand saw Waitrose combine quality and value to deliver dramatic growth despite the recession.

KEY INSIGHTS

  • When the recession hit Waitrose realised that having its brand synonymous with quality food and ethical principles could be in danger of driving price-conscious shoppers away.

  • Its new value range struck precisely the right note by offering Waitrose quality at affordable prices.

  • Outdoor advertising had a key role to play in getting the message to the high street.

SUMMARY

Waitrose is the food retailing arm of the John Lewis Partnership, one...

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