Waitrose uses a feel-good brand ad in response to rising food prices

As UK food prices continue to soar discount supermarkets Lidl and Aldi are reportedly beginning to snare customers from that archetypal supermarket of the British middle classes, Waitrose.

Mintel is reporting that 57% of British consumers have trimmed their spending due to uncertainty over the future and declining disposable income and some are changing their supermarket preferences accordingly.

In response Waitrose have chosen to avoid being drawn into a conversation about price and instead have decided to try to broaden the appeal of the brand with the launch of this lovely feel-good summer epic ...

A documentary about the making of the rug used in the ad will be on Channel 4 soon.

Comments

[Amelia]

Everyone deserves quality food...unless you happen to be black, asian etc.

Anyone in that ad not white middle class?

Maybe I didn't watch it closely enough?

[Lee]

Hi Amelia

Given the strategy they must have thought long and hard about inclusiveness don't you think?.

On 2nd viewing it's clear that it is not exclusively white but it is oh so middle class.

Personally, I don't envy the person who had to convince channel 4 to air a documentary about the making of a rug that was used in a documentary. Has advertiser funded programming reached a new low? Are the broadcasters that desperate?

Lee