Creative Gallery on Sustainability Communications


"Milk" For Waitrose Ltd
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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.

AgencyFCB London
AdvertiserWaitrose Ltd
Brand NameWaitrose
Sustainability Themes Food
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
Length30 seconds
Awards -IPA Advertising Effectiveness Awards, 2002 (Silver)
Advertising Manager: Amanda Bindon
Art Director: Markham Smith ,  Richard Dennison
Copywriter: Markham Smith ,  Richard Dennison
Creative Director: Chris O'shea ,  Ken Hoggins
Director: Stuart Douglas