UK retailer Marks and Spencer has targeted up-market peer Waitrose with a new price comparison campaign.
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M&S is preparing an advert comparing the price of its Wise Buys line, which includes everyday products ranging from cornflakes to baked beans and mince.
A spokesperson for the company told just-food that the ads suggest its products are typically 2% cheaper than Waitrose.
“We’ve price-checked our Wise Buys products against the Waitrose Essentials range to highlight their exceptional value. For example within a basket of 1,200 products M&S is typically 2% cheaper than Waitrose – it’s only right that our customers hear this message loud and clear.”
However, Waitrose disputed this figure, claiming that it is in fact the cheaper retailer.
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By GlobalData“We disagree. We have done our own price checks of 604 items where there is an own label equivalent on average our basket price was 5% cheaper,” a spokesperson for the group told just-food.
However, Waitrose said that it would not be running a counter publicity campaign.
“We’ve focusing on Christmas. We are delighted that Waitrose Essentials has become a benchmark for price and quality.”
