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...