Waitrose: The best ever Christmas
Principal authors: Debra Stephens and Michelle Gilson, Bartle Bogle HegartyContributing authors: Paddy Adams, Manning Gottlieb OMD; Diego Usai, BrandScience
MANAGEMENT SUMMARY
This is the story of the best Christmas Waitrose has ever had, delivering the highest growth in like for like sales in the grocery sector (+3.8%).
It tells how communications attracted less frequent, lighter customers despite challenging market conditions, despite fiercer competition and despite no significant new news.
Marketing is often about making tough choices. Waitrose made the tough decision to invest more in brand, despite everything pointing to promoting...