Waitrose Targeted By New Marks And Spencer Advertising

Marks and Spencer has launched a new price comparison advertising campaign targeted at the Essential value food range from Waitrose .
The move is believed to be the first time M&S has used the price comparison tactic against its biggest rival.
The new M&S Food ad shows a series of products, which include cornflakes, lean minced beef, cheddar cheese and baked beans, and states that the retailer either matches or beats the Waitrose Essentials price on each product.
The ad uses the strapline: “Price checked against Waitrose Essentials . Quality checked by M&S.” It adds: “Every week we check our Wise Buys products against the equivalent products from the Waitrose Essentials range, so you can be sure you’re getting M&S quality at great value for money.”
Commenting on the campaign, a Marks and Spencer spokesperson said: “We’ve price-checked our Wise Buys products against the Waitrose Essential range to highlight their exceptional value.”
“For example within a basket of 1,200 products M&S is typically 2 per cent cheaper than Waitrose – it’s only right that our customers hear this message loud and clear.”