ID Comms

BBH makes the ‘mutuals can work’ point for Waitrose with an ode to a carrot

Wonder if this new Waitrose ad (maybe campaign) from BBH was prompted by the near meltdown at that other well-known UK mutual the Co-op?

Middle England’s favourite grocer is owned by John Lewis, of course, which, in turn, is owned by its employees. And, in the case of John Lewis/Waitrose, it seems to work.

We’ve been waiting for some BBH-style fireworks for Waitrose ever since the account moved there a couple of years ago but Waitrose decided to skip heavyweight Christmas advertising – no doubt wisely, looking at the fortunes of some of its competitors.

Anyway, an ode to a carrot hardly constitutes fireworks but it’s nicely done all the same.

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bbh featured mutuals ode to a carrot Waitrose

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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