|Agency: MCBD||Authors: Andy Nairn and Mary Tucker|
Waitrose – David vs. Goliath: the rematch
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...