Waitrose pushes first 'Food, Fashion and Home' store

Waitrose: promotes Food, Fashion and Home store
Waitrose: promotes Food, Fashion and Home store

Waitrose is rolling out a direct marketing campaign for its newly refurbished Canary Wharf store, its first branch to carry fashion.

The campaign for the Waitrose Food, Fashion and Home store, created by Kitcatt Nohr Digitas, is targeting time-pressured city workers who shop during the week and weekend visitors who want to escape the overcrowding of other shopping centres.

Creative will use a "you'll be surprised at what you'll find" strapline and features products combined in unexpected ways such as nail polish nestled among fruits of the forest.

Waitrose is positioning the store as a place to find a carefully picked selection of products and services suited to a young metropolitan consumer with an eye for quality.

The store has one floor dedicated to food, another to homewares and a third floor dedicated to fashion and beauty.

The addition of clothing, both John Lewis own-label and external fashion brands, is unique to the new concept Canary Wharf store, said Andy Street, the managing director of John Lewis, at last week's BrandMax event.

However, he said Waitrose and John Lewis would increasingly work together: "We will see much more collaboration between the two brands than before. By October, we will have 120 Waitrose outlets offering John Lewis products."

A direct mail pack carries the line "your new Waitrose Canary Wharf is now open" and will encourage recipients to try the store with a voucher for £5 off their shopping.

The campaign will also include in-store, outdoor and email activity.

Follow Matthew Chapman on Twitter @mattchapmanuk


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message