A Fresh and Festive Twist: Waitrose's Reimagined Christmas Campaign
Waitrose's new Christmas ad challenges traditional norms, offering a fresh and exciting perspective on the festive season Get ready for a party-focused campaign that promises a modern and fun-filled celebration
Waitrose has supercharged its 'Food to Feel Good About' brand platform with its 2023 Christmas ad, according to Nathan Ansell, the supermarket's customer director who joined in January.
In collaboration with agency Saatchi and Saatchi, Waitrose has taken its festive efforts to a whole new level with an action-packed, party-themed ad. Instead of pulling at the nation's heartstrings, the ad focuses on increasing the fun factor.
"Advertising shouldn't merely reflect reality," states Franki Goodwin, the chief creative officer at Saatchi and Saatchi. Ansell agrees with this sentiment and expresses his desire for this year's advertisement to be enjoyable. "Injecting some humor and self-awareness can greatly impact the effectiveness of advertising," he adds.
The 90-second film is set at a Christmas party filled with humorous mishaps, such as early arrivals and a sudden power outage. Throughout the film, the recurring phrase "when the food's good, everything's good" is emphasized, along with the lively soundtrack of Depeche Mode's 'Just Can't Get Enough'. Additionally, popular broadcaster Graham Norton makes a cameo appearance, showcasing his support for Waitrose as the brand sponsors his radio show.
The ad is scheduled to be broadcast tonight (2 November) on ITV during Emmerdale, and Waitrose has also taken on the role of sponsor for The Voice leading up to Christmas.
Unlike last year's campaign that focused on showcasing the hard work and obstacles faced by Waitrose's farmers and suppliers prior to the holiday season, this year's ad takes a different approach. Ansell explains, "The aim of this year's ad is to challenge the traditional norms of Christmas advertising."
“So instead of the typical family gathering around the dinner table, the ad showcases partygoers passing around the party food.
Additionally, the ad includes a cameo appearance by Graham Norton."
A different dimension
This year, Waitrose has placed significant emphasis on price, launching a campaign that was hailed as "bold" to communicate its price reductions in February. With an investment of £100m, the company aimed to present itself as more value-focused than ever before.
Ansell acknowledges that the lightheartedness and enjoyment of its Christmas ad might seem contradictory to its recent pricing communication. However, he emphasizes that the brand has taken customer feedback into consideration to shape its playful approach.
"We understand the significance of the current cost of living challenges," he explains. "We are fully aware of that and have made sure that our campaign includes a wide range of products at different price ranges."
The John Lewis Partnership, which includes both Waitrose and the department store chain, is undergoing a transformative journey following the £234m losses recorded for the 2022 financial year.
According to Ansell, the customer numbers at Waitrose have increased by 100,000 this year as a result of their price campaign. This has brought about a strong sense of momentum for the company.
"The brand is truly impressive, with notable strengths in quality, ethics, and sustainability that we are keen on preserving. Our aim is to introduce a subtle yet distinct aspect to the brand, incorporating a touch of humor, unexpected elements, and a modern and enjoyable vibe."
