At Christmas, timing is everything. We know consumers tire of ads after nine days but with a whole season of sales to drive, we couldn’t be forgotten that quickly. We needed consumers to keep choosing Waitrose for all their seasonal shops not just the main event.
We had a great ad. “Too good to wait” poked fun at rushing through festive traditions to get to the delicious food afterwards. But with small AV budgets every spot needed to work overtime. This was not a launch and leave strategy.
We posed the question, if our food was too good to wait for, why couldn’t our adverts be?
Working with ITV and C4 we interrupted idents, fast-forward through MG OMD clients Renault and Sony Pictures’ ads to reach Waitrose’s own and finally, the ace up our sleeve… straight through sister company John Lewis & Partners’ highly anticipated Christmas ad, just to devour some stollen!
The results were fantastic, becoming the most searched for ad within our competitor set and the only advertiser within YouTube’s top trending videos, peaking at #6. 90% of 300k views were organic. And most importantly, we increased sales.