Waitrose debuts Duchy Originals on TV
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Watch the new Duchy’s Heston Blumenthal ad here.
Waitrose is launching the first ever television advertising campaign for Duchy Originals after acquiring the exclusive rights to sell the Prince of Wales’ organic food range last year.
The ad features Waitrose brand ambassador and celebrity chef Heston Blumenthal describing the 20-year history of the Duchy Originals brand and its principles of organic farming, sustainable methods, charitable donations and supporting local British producers.
The organic range, which Waitrose acquired last year is being relaunched in Waitrose stores this month with new packaging and new products.
Waitrose's Duchy campaign
Waitrose aims to encourage trial by offering a 25% off promotion.
The 60-second ad, created by MCBD, will air on ITV tonight (2 September) at 7pm.
The grocer also plans to expand the range to include more than 400 organic products made by British producers.
The TV ad will be supported by a press campaign and online activity.
Earlier this year, Waitrose promoted its head marketer Rupert Thomas, who has led a the development of essential Waitrose, the Delia and Heston campaign and Duchy Originals, to the management board.
YouGov Insight:
Waitrose
· Only 3% of main shoppers use Waitrose for the bulk of their shopping.
· Londonsees the highest usage of Waitrose (25%)
· Waitrose is least popular in the North where it records only 2% of usage
· 1 in 4 main Sainsbury’s shoppers use Waitrose for their secondary shopping
Click here for more information on this YouGov market report
Readers' comments (1)
Trudi Mcpherson | Fri, 3 Sep 2010 9:25 pm
Fantastic idea - I am a support of The Princes' Trust and I wholly applaud this idea - such a shame then that as a person of limited means I am excluded from buying these products as Waitrose is out of my price range.
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