Waitrose Kicks Off Largest-Ever Value Campaign

Waitrose has launched its biggest ever price-value campaign this week as it looks to respond to Tesco’s much-publicised ‘Big Price Drop’ promotion.
The upmarket grocer’s ‘1,000s of ways to get great value’ marketing drive will focus on highlighting three main areas – its pledge to price-match more than 1000 everyday branded products against Tesco; promotion of its 1500-strong ‘Essential’ value range; and the 1000-plus products placed on special offer each week.
Waitrose marketing director Rupert Thomas said the new campaign will run until October 26th and has been launched in response to consumers’ economic concerns.
He explained that since 2009 the supermarket has “been consistently building our value proposition – extending essential Waitrose in to new products and categories, launching Brand Price Match, and committing to over 1,000 products on offer or promotion each week in our shops”.
“Our customers are telling us that value is now more important than ever – and they want it with no sacrifice on quality, innovation or service.
Thomas added that the ‘Essential’ value range now accounts for 18 per cent of all Waitrose sales and is forecast to be worth an estimated £900m by the end of the year.
Earlier this week, Waitrose announced plans to invest £1 billion over the next three years in opening 100 new stores and creating 10,000 jobs across the UK.