Waitrose unveils essential brand marketing campaign ahead of Asda’s launch of a budget range with the same name
Just weeks after Asda announced it was launching a new value-focused own brand range called ‘Just Essentials’, Waitrose has launched a new campaign for its ‘Essential’ budget line.
When Asda unveiled the name of its new range, Waitrose sent a legal letter challenging the use of the word Essential. A Waitrose spokesman said he was “surprised” that Asda was launching a low-cost range with a similar name, saying its own Essential brand has built a “strong reputation for value, quality and standards of well-being” since its launch in 2009. The high-end supermarket also indicated that its range was “protected” by a mark.
Asda responded at the time, saying the word “essentials” is an umbrella term and commonly used by retailers to describe their value product lines.
With the tagline ‘The quality you expect at prices you don’t expect’, the new Waitrose campaign launched this week aims to underline the chain’s commitment to value amid the cost of food crisis. life. It also shows where some of the key products come from, including responsibly sourced free-range pork, free-range milk and fish sticks.
Waitrose said its decision to push the value range now was unrelated to the impending launch of Asda’s budget range, and had been planned for a long time. It will be broadcast through outdoor, print, digital signage and radio until the end of May. He will also appear on London’s Piccadilly Lights until May 1.
Martin George, Customer Director at Waitrose, said: “As customers look for ways to make their money work harder, now is the right time to promote the unrivaled quality and value of our Essential range, which offers over 1,000 great products.
Asda announced yesterday that it is investing more than £73million to cut the prices of more than 100 everyday grocery products. It also confirmed that the ‘Just Essentials at Asda’ range, covering 300 lines, will start rolling out next month as a replacement for its existing Smart Price products.
