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.