• Waitrose has launched a new ad promoting its Pick Your Own Offers campaign
  • The grocer suffered a fall in like-for-like sales of 1.4% in the six weeks to Christmas
  • A full digital and print campaign will roll-out soon


Waitrose has launched an advert focusing on value as part of its fight against the discounters, after suffering its worst Christmas since 2006.

The grocer reported like-for-like sales fell 1.4% in the six weeks to Christmas.

Discount rivals Aldi and Lidl revealed 13.3% and 18.5% rises over the last quarter respectively, while the big four – Asda, Morrisons, Sainsbury’s and Tesco – also beat expectations.

Waitrose’s advert highlights its Pick Your Own Offers deal, launched last year, which allows customers to select their own discounts.

Customers are able to choose ten products from a selection of 1,000 on which they want to save 20% every time they shop. 1 million Waitrose customers are now signed up to the scheme.

Waitrose's new campaign is budget-focused

The 40-second ad was first featured last night during the National Television Awards on ITV1.

An accompanying print and digital campaign will soon be rolled out, in conjunction with a Pick Your Own Offers app, designed to allow customers to edit their choices more easily.

Customers will be able to change their selected products from this week, to allow them to vary their choices for the season and sample new products.

Waitrose marketing director Rupert Thomas said: “The idea of saving regularly really appeals to shoppers, with many choosing items that they usually buy every week to generate ongoing savings.”

The ad was made by creative agency adam&eveDDB and is in a similar stylistic vein to Waitrose’s autumn and Christmas adverts.