Waitrose has started a three-week multi-channel media campaign to promote its commitment to value.
In the wake of market-leading Tesco's Big Price Drop, the John Lewis Partnership's food division will remind shoppers of the value in its own offer through a TV, press, online and mobile ad crusade.
Waitrose told Fruitnet.com that some of its 3-for-2 offers on fresh fruit and vegetables would be highlighted during the campaign.
The 264-store chain has traditionally emphasised the quality of its products, but its latest promotional effort, which runs until 26 October, is in line with a recent focus on pricing.
In 2009 it started a competitively priced own-label range, Essential Waitrose, and last year it pledged to match Tesco's prices for more than 1,000 branded products.
The strategy appears to be working: Essential Waitrose now accounts for 18 per cent of sales and the company has increased its market share in each of Kantar Worldpanel's last five 12-week sector reports.
Rupert Thomas, marketing director, said: "We've had a mammoth response to our essential Waitrose range and free online deliveries. Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service. It's our biggest-ever value campaign because our position on value has never been stronger."
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