Waitrose: Transforming performance through perceptive brand extension


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


  • 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.


Waitrose is the food retailing arm of the John Lewis Partnership, one of the UK's most successful and trusted companies. But the recession which began in 2009 presented a big challenge for the retailer because its brand was so closely associated with quality food and a strong ethical stance. The risk was that its stores would become an infrequent 'nice to do' visit rather than a vital 'need to do' because consumers were tightening their belts.