Stuart Douglas
Director at Pull the Trigger
Dublin, Ireland
TitleCulemborg Pinotage, Western Cape Red Wine
Agency
Campaign Waitrose Campaign
Advertiser Waitrose Ltd
Brand Waitrose
PostedNovember 2002
Business Sector Retail, Distribution & Restaurants
Philosophy David versus Four Goliaths: How Advertising Quietly Revolutionised a Successful Business



This case documents how Waitrose strengthened its position as the UK’s pre-eminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets played a vital role in building loyalty and attracting new customers, adding over £40m to revenue in 2001/2 and helping turnover grow by £600m between 1997/8 and 2001/2.
Media Type Television
Length
Market United Kingdom
Soundtrack Red Red Wine
Creative Director
Creative Director
Director
Advertising Manager
Music

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