Waitrose Thinkbox presentation 23.06.11 FINAL

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Taking Waitrose from seasonal supermarket to integrated content provider :

Taking Waitrose from seasonal supermarket to integrated content provider

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A national treasure... but loved from afar

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Playing to our strengths .

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The economic situation meant that scratch cooking had made a return ...and research indicated we had the authority to “own” this territory Source: Kantar / W.I

:

Source: TGI / Addynamix

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1. Launch the campaign and make it famous, quickly

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65% @ 2 OTS / 60% crossover 65% @ 2 OTS / 60% crossover Source:Touchpoints

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Source: Radian 6

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Mark Price, Managing Director: Waitrose Telegraph.co.uk

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2. Drive frequency efficiently through our touch points Thu-Sat DOW strategy Habitual placements M ultiplier effect Source: Addynamix

TV heroed the films with both scale and depth:

TV heroed the films with both scale and depth Entertainment, Emotion, Engagement Source: Thinkbox/Brand Science

Print would land the value message and convert readers into shoppers:

Print would land the value message and convert readers into shoppers 40% 46% Source: Touchpoints / Daily Mail / TGI / C.I

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Online would increase our relevancy and reach amongst foodies 25% more likely to consume Recipe content more popular than ever Authority in food content Source: Dynamic Logic

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And the C4 Food sponsorship would increase our authority in food Providers of great food content Increased our frequency 7% motivated to cook more

3. Linking our assets together:

3. Linking our assets together 18m impacts

Slide 21:

A recipe for a Great campaign

Thank you! Caroline Clear Account Director ManningGottliebOMD:

Thank you! Caroline Clear Account Director ManningGottliebOMD