Waitrose Rolls Out New USP Campaign about Employee Partnership Structure

Waitrose has launched a new television ad campaign to once more reiterate its differential points by highlighting how its partnership structure allows staff to offer better service than that provided by competitors.

Created by BBH and sound tracked by The Cinematic Orchestra's "To build a home", the ad tells the story of a young boy planting and growing a carrot in his garden. It ends with him presenting his family with the carrot, along with the tagline "when you own something, you care a little more". The voiceover explains that Waitrose's partnership structure means that all its employees have a stake in the business.

Waitrose's Marketing Director, Rupert Thomas, commented: "The care and service that are the hallmarks of our brand are inextricably linked to our co-owned structure. Because our partners own the business, they are motivated to go that little bit further for customers and that's what we want to portray in this advert."

The retailer's service and values-led strategy is proving successful - the latest Kantar figures show same store sales at Waitrose rose by 5.6% in the 12 weeks to 2 February and their market share has increased to 4.9%.

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