Waitrose – David vs. Goliath: the rematch

Andy Nairn and Mary Tucker

Waitrose's 'Quality food, honestly priced' campaign had enabled it to engage consumers at a time when many of its rivals were either concentrating on non-food items or struggling to compete.
Agency: MCBDAuthors: Andy Nairn and Mary Tucker

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 paper2 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 their...

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