Or Essential Waitrose as the company likes to call it but we’ll make do with Waitrose Essentials which describes the upmarket grocer’s value range more accurately.
Quibbling aside it’s a well-deserved prize, Essentials helped to boost the company’s sales last year by 11 per cent when only a five per cent increase was required to compensate for the lower margins.
Strangely the Marketing Society didn’t make an award for an individual marketing director. Rupert Thomas is the Waitrose marketing director although at supermarkets the CEO, in this case Mark Price, is really the top marketing man.
Mind you last year the award went to Pete Markey of insurance firm More Than, the honcho responsible for one of the most irrritating campaigns on the telly.