Waitrose Introduces Brand Refresh in an Effort to Be More Relevant


Waitrose has unveiled a brand refresh designed to give the retailer’s image to customers “more relevance and more compelling.”

In order to demonstrate how food can make a “positive difference,” the new brand expression “Food to Feel Good About” aims to highlight the quality, taste, ethics, and value of Waitrose produce. The campaign aims to give the brand a “new and more confident” tone of voice based on feedback from over 4,000 target customers and employees.

To demonstrate Waitrose’s “commitment” to value, the retailer launched its first standalone campaign for the Essential line in April. Just one month had passed since the supermarket and Asda fought over the similar-sounding Just Essentials brand.

Read More: Waitrose unveils brand refresh in bid to become ‘more relevant’

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