Waitrose and Saatchi & Saatchi launch their first advertising campaign

Waitrose Japan Menyū marks the first campaign with Saatchi & Saatchi

Our brand promise of Food to Feel Good About is at the heart of the campaign

Activations across audio, OOH and print

Waitrose and Saatchi & Saatchi kick start their new relationship with the launch of a marketing campaign for the new Japan Menyū range.

The campaign which launches on 4th October, has been created by Saatchi & Saatchi and bought by MG OMD, is built on our brand promise of ‘Food to Feel Good About’, and puts our high quality and great tasting products at the heart of the creative, showcasing how the new range can be ‘Good’ for so many of our customers and their busy lives.

One of the ads highlights that the Japan Menyū range is ‘Good for a midweek quickie’, while another’s messaging focuses on the dishes as ‘Good news for tired cooks’.

The series of ads will feature across print, audio, digital, display, LFDOOH and OOH, delivering a campaign with numerous touchpoints and therefore delivering impact and cut-through with our audiences.

Nathan Ansell, Waitrose Customer Director, said: “Our new Japan Menyū range is hugely exciting for all of us here at Waitrose, so what better way to mark the launch than with our first campaign with the brilliant team at Saatchi & Saatchi. Our new campaign makes a statement that can’t be missed by our audiences, whether that’s on the tube, on a digital screen or through the ad they hear on the radio.

“Our brand promise of Food to Feel Good About, which we launched a year ago, remains at the heart of this campaign, and our Japan Menyū range is most definitely something that our customers can feel really ‘good’ about. From a midweek meal, to a Friday night dinner on the sofa, our customers certainly won’t be disappointed with any of the new dishes.”

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said: “It was so exciting to get our hands on this amazing range and bring the food photography to life. It’s the start of a lot of GOOD we’re going to be doing in the coming months.”

The Waitrose Japan Menyū range launched on the 20th September, and the Chicken Karaage, Tempura Prawns and Chicken Katsu Curry & Rice are already top picks among our customers. The new Japanese-inspired own-brand range compliments the Japanese ingredients within our own Cooks’ Ingredients range, including the Yuzu Juice, Shichimi Togarashi and Japanese Rice Vinegar.

We pride ourselves on our animal welfare standards and our Japan Menyū range is no exception. All our fresh pork is outdoor-bred and comes from British farmers that we know and trust; our chicken is higher welfare and we have a bespoke set of high standards that our poultry farmers adhere to. All our beef is British with our cattle getting around 30% more space than the standard set by food standards regulator Red Tractor, and all of our fish is responsibly sourced.