Supermarket group Waitrose has launched its “biggest ever” value campaign to emphasise its competitiveness as shoopes keep a close eye on spending.

The multichannel campaign, ‘1000s of ways to great value’ will highlight the strength of Waitrose’s value proposition, by focusing on three things: essential Waitrose, the retailer’s 1,000 value staple lines, its commitment to price-match Tesco on 1,000 banded products; and 1,000 offers a week such as bogofs.

The campaign will begin tomorrow (October 6) and comprise TV, press, online and mobile display ads campaign as well as in-store marketing.

Marketing director Rupert Thomas said: “Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service.  It’s our biggest-ever value campaign because our position on value has never been stronger.”

Waitrose worked with creative agency Bartle Bogle Hegarty on the ad campaign.