Waitrose & Partners: Making purpose taste good

Faced with a declining share of sales and the loss of its advantage in perceived quality, Waitrose, the UK grocer, developed a campaign to grow sales, penetration and regain its quality advantage.

Campaign details

Brand: Waitrose & PartnersAdvertiser: Waitrose & PartnersEntrant: adam&eveDDB / Manning Gottlieb OMD Category: Single MarketPrincipal authors: Shu Han Lee, adam&eveDDB Contributing authors: Shu Han Lee, adam&eveDDB; Saima Vohra, adam&eveDDB; Les Binet, adam&eveDDB; Sarah Carter, adam&eveDDB; Patrick Adams, Manning Gottlieb OMD; Helen Weavers, Manning Gottlieb OMD; Mauro Fusco, Kantar

Introduction

Purpose seems to have rather a Marmite taste at the moment. Some people love it.

Others ...well, hate it. To cut through this debate, perhaps we can all agree on the need for more evidence. And maybe more...

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