Waitrose ‘Too Good To Wait’ campaign hailed as a success

Marketing experts and viewers give the thumbs up to festive TV adverts

The Christmas TV advertising campaign by Waitrose & Partners, whose flagship Milton Keynes branch is in Oakgrove, has been hailed as a huge success by marketing experts and viewers alike.

The retailer went for a different approach this year, screening a series of short adverts to offer a lighthearted take on the role food plays during the rituals and traditions of Christmas.

And the gamble paid off as viewers heaped praise on the ads on social media, and Marketing Week named Waitrose’s ‘Fast Forward’ advert (pictured above) as the best Christmas TV ad of 2018.

Marketing Week reporter Charlotte Rogers said: “This advert works on so many levels. Instead of waiting with baited breath all year for the release of the John Lewis Christmas ad, this middleclass mum and dad have other things on their minds – a dark chocolate orange stollen wreath to be exact.

“They gleefully fast forward the ad at the highest speed possible, before devouring the stollen as the dad explains – between mouthfuls – that he actually prefers ‘the one with the penguin’. He is of course referring to Monty the Penguin, the John Lewis ad circa 2014.

“Showing that John Lewis and Waitrose actually have a sense of humour, the advert is also a clever way of bringing the two brands closer together in the minds of consumers, a long-term ambition for the partnership. “The decision to take itself a little less seriously is a good move for Waitrose.”

Fast Forward was just one of six adverts in the ‘Too Good to Wait’ series for Christmas 2018, which showed singers ditching their choir performance in favour of chocolate and cherry mince pies, and a woman skipping a kiss under the mistletoe to get her hands on a cranberry stuffed turkey breast.

The campaign was also shown in cinemas, video on demand platforms/catch up services and on social media. The campaign was created for Waitrose & Partners by adam&eveDDB. Discover more online 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 January 2019 issue of Celebrate:MK lifestyle magazine. Read the full magazine above or by clicking on this link.

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