Waitrose and Partners launch ‘Too Good to Wait’ campaign

Retailer breaks from tradition with series of six short Christmas TV adverts

A light-hearted take on the role food plays during the rituals and traditions of Christmas is the focus of this year’s advertising campaign from Waitrose & Partners, whose flagship Milton Keynes branch is in Oakgrove.

Central to the ‘Too Good To Wait’ campaign is the idea that Christmas is about enjoying great quality food with the people who matter most – but when it’s Waitrose food, you really will do whatever it takes to get to it as quickly as possible.

The retailer has broken with tradition this year with a series of six 30-second TV ads rather than just one. Each advert celebrates the important role food plays in each home at Christmas and features a familiar festive scenario, in which families and friends hurry through to get to enjoy their festive fare.

Martin George, Customer Director at Waitrose & Partners, said: “Looking forward to the traditions and special moments is what makes Christmas the most wonderful time of year, but there’s also another aspect that adults and children alike just can’t wait for… the food.

“As much as we all love our festive activities, enjoying delicious food and drink is a priority and, when it’s Waitrose & Partners food, you’ll do whatever it takes to get to it as quickly as possible.”

Waitrose & Partners has taken a playful approach to the entire campaign.

In the run-up to the first TV advert airing, ITV ran a number of teasers for the campaign, during which the continuity announcer became distracted by some of the retailer’s delicious food before remembering to announce the next programme.

The campaign is also being shown in cinemas, television advert breaks, video on demand platforms/catch up services and on social media, as well as additional contextual ads such as those featured on the All 4 channel suggesting ‘time for a mince pie’ when programmes are paused by the viewer.

This year’s Waitrose & Partners campaign has been created for Waitrose by adam&eveDDB. Discover more at Waitrose.com

Don’t forget you can pick up a copy of Celebrate:MK lifestyle magazine every month from Waitrose and Partners at Oakgrove.

This feature was published in the December 2018 issue of Celebrate:MK lifestyle magazine. Read the full magazine above or by clicking on this link.

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