Upmarket UK retailer Waitrose has launched an ad campaign to promote “the pleasure of quality food”.

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The company said today (14 May) that the advertising push represented the first major changes to its brand advertising since 2001.


The campaign, dubbed “Everyone deserves Waitrose”, will include TV and press advertising.


Waitrose is looking to double its turnover over the next 10 years and commercial director Richard Hodgson said the company’s brand image is key to heading towards that target.


“Our ambitious growth plans involve maintaining and building our position as the market leader in quality food retailing,” Hodgson said.

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