Waitrose has launched its new brand positioning campaign – ‘Food to Feel Good About’ – just days after it was hinted at by senior leadership in the John Lewis Partnership’s results.

The upmarket grocer launched the campaign with a 60-second advert outlining Waitrose’s need “to go further in our ambition to give animals a better life and farmers a better future, and to look after people and the planet”.


The campaign has been developed internally using data from the Waitrose customer strategy, which features insights from more than 4,000 target shoppers and staff.

The new TV ad was created by adam&eveDDB, directed by Oscar-nominated Bryan Buckley of Hungry Man productions, and narrated by actor and comedian Jamie Demetriou.

The campaign launches on TV today, using marquee ad spots throughout the campaign, including during The Great British Bake Off on Channel 4.

Waitrose customer director Martin George said: “We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about.

“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure that our brand refresh will help to make Waitrose feel more relevant and more compelling for our customers.”

  • Sign up for our daily morning briefing to get the latest retail news and analysis