In a first for UK grocer Waitrose, the retailer is showcasing their new campaign for their Retail Brand (private brand) Essential Waitrose, ‘Quality you’d expect at prices you wouldn’t’, at the iconic Piccadilly Lights in London, running from April 25 through May 1.

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

The Essential Waitrose campaign showcases the breadth of our value range, which now has over 1,000 products. It will also highlight the provenance behind some of the products including outdoor bred pork, free range milk and responsibly sourced fish fingers.

Martin George, Waitrose Customer Director, says, “We’re very excited about this ground-breaking 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.”