Supermarket is using iconic London landmark to highlight its value range at a time of tight household budgets

Waitrose has kicked off a high-visibility marketing campaign for its Essentials value line in central London.

In a first for the retailer, it is showcasing its new Essential Waitrose value campaign - under the strapline ‘Quality you’d expect at prices you wouldn’t’ - at the Piccadilly Lights in London, running from 25 April to 1 May.

Waitrose said the campaign, created by adam&eveDDB and bought by MG OMD, promotes its commitment to offering excellent value for money without compromising on the things that matter most for its customers, such as quality, animal welfare and sustainability.

The Essential Waitrose campaign highlights the breadth of Waitrose’s value range, which now has over 1,000 products. It will also stress the provenance behind some of the key products including its outdoor-bred pork, free-range milk and responsibly sourced fish fingers, which it said are sold at at unexpectedly low prices.

Martin George, Waitrose customer director, said: “We’re very excited about this groundbreaking first for us. As customers look for ways to make their money go further, it’s the right time to promote the unmatched quality and value of our Essential range, which offers over 1,000 great products.

“Piccadilly Lights are so iconic and reach an audience of over a million people a week, so we know it’s an effective way to amplify this campaign.”