Waitrose revives customer mags and launches TV ad
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Waitrose is launching a TV campaign to support its partnership with British chefs Heston Blumenthal and Delia Smith.
Delia Smith and Heston Blumenthal
The upmarket grocery chain is also relaunching its Waitrose Food Illustrated customer magazine as Waitrose Kitchen and introducing Waitrose weekend, a free weekly magazine.
The TV ad breaks on 25 March and takes up the entire 3.5-minute ad break in Coronation Street on ITV.
The ad takes the form of a mini cookery programme, which sees Blumenthal discussing a meat dish and giving tips on how to make it, followed by Smith who gives a step-by-step demonstration of how to cook a desert.
The ad was trailed with a 20-second film trailer style “ad for the ad” yesterday (21 March).
Recipe cards for the dishes demonstrated by Blumenthal and Smith will be available in store from 25 March and key ingredients will be on special offer.
The launch ad will be followed by several shorter TV executions and complementary press ads.
The new-look Waitrose Kitchen and Waitrose Weekend magazines will be available in stores from 25 March.
Waitrose Kitchen includes a joint interview with Delia Smith and Blumenthal.
The 16-page Weekend title aims to “help families make the most of their weekends” with tips on food, drink, books and trips.
Readers' comments (4)
Anonymous | Mon, 22 Mar 2010 12:16 pm
I am sure that all the profiling must have been done, but I can't imagine how the conclusion could be reached to invest in a single slot like that in Coronation Street. Surely, the creative idea must have overwhelmed all other logic and considerations?
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Phil Darby | Mon, 22 Mar 2010 1:09 pm
Hey, this is Waitrose, of course the profiling will have been done! The issue here is that in 3.5 minutes you can convey a whole lot more, strategically and tactically, inferred and overt and with decent audience and a truly integrated campaign (which because its Waitrose I am sure is well thought through) the feed that this slot provides to the overall campaign may well exceed that of other media investment options.
Seems like enterprising marketing to me! www.thefullblog.com.
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Snob | Wed, 24 Mar 2010 12:58 pm
I think the point is not the length of the ad but that the sort of people who watch Coronation Street, or even ITV, are not typically posh affluent Waitrose shoppers; instead more likely to be found in Lidl, Aldi or, if they are splashing out, Morrisons. Of course that is a huge generalisation, but that is what profiling is.
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Beth | Fri, 9 Apr 2010 9:42 pm
Finally got to Waitrose today to buy(actually free to card holders like me though) the new look magazine, and i am SO SO so dissapointed with it :( The content is still there, and the recipies are great but the design is just horrible in comparison. It doesnt feel clean, crisp and spacious like it use to, i'm not fond of the font. But my main concern is the apparent ditching of illustrations! I only found one illustrated double page spread in this issue. There used to be a four page spread with Emma Dibbens beautiful illustrations, i double page spread i think for Sophie Dahls article with Rob Ryan paper cuts, and a huge variety of other illustrated articles and smaller illustrations through out the magazine. I'm really disheartened, and i'd like to know why there is no longer any artwork - visually, its just the same as sainsburys magazine now, photos everywhere. Very sad.
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