Waitrose - David versus Goliath: the rematch

Mary Tucker and Andy Nairn

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics.
Agency: Miles Calcraft Briginshaw DuffyAuthors: Mary Tucker and Andy Nairn

Waitrose – David vs Goliath: the rematch

INTRODUCTION

In 2002, Waitrose won an IPA award with a paper entitled 'David versus four Goliaths'.1

But unlike the biblical tale, it turned out there was a sequel to this story. And in this latest instalment, the giants would come back stronger than ever.

Our paper tells what happened next:

  • How Waitrose evolved its winning strategy, rather than discarding it altogether.

  • How this shift saw off the grocery giants once more, against all the odds.

  • And how communications played...

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