This summer, Waitrose, in collaboration with Saatchi & Saatchi, is launching a vibrant campaign titled ‘GOOD Right Now’, designed to harmonise your culinary experiences with the famously unpredictable British weather. Running until late August, this initiative promises to make every meal an adventure, adaptable to the whims of the season.
Harnessing state-of-the-art geo-targeted and hyper-reactive strategies, Waitrose and media firm Vidsy have pioneered dynamic content that responds in real-time to climatic changes. “The British summer can swiftly alter its mood, significantly impacting our food preferences,” said Sarah Hood, Waitrose’s social media marketing lead. “For the first time, we’re dynamically aligning our food suggestions with these meteorological shifts, ensuring our menus resonate perfectly with the current conditions, come rain or sunshine.”
The campaign activates ‘sunny’ video ads across YouTube and social media platforms when temperatures climb above 24°C, while static ads featuring a cheerful ‘Good for rainy days’ message appear when more than 2mm of rain is forecasted, promoting comforting meals perfect for staying indoors.
Nathan Ansell, Waitrose’s Customer Director, highlighted the campaign’s emphasis on spontaneity and adaptability: “We celebrate the British summer in all its forms, focusing on the joy and versatility of our fresh, easy-to-prepare food, suitable for any sudden plan changes.”
From impromptu park picnics to capturing the extended midsummer daylight, the campaign showcases seasonal produce at its peak, including British Beef Tomahawk Steak and New York Style Beef & Pork Hot Dogs. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, added, “After a long winter, everyone is relishing the warmer weather, and Waitrose is ready to enhance your summer moments, whether that means enjoying a rosé in the sun or a gin during a shower.”
Launched to the lively beats of “Let the Good Times Roll” by Rufus Thomas on ITV during ‘Coronation Street’, the campaign will feature across diverse channels. This includes innovative out-of-home displays like the Waterloo Motion, extensive engagements on social media with influencers, and print advertisements in major national outlets.
Waitrose’s campaign is not just about selling food—it’s about enhancing the British summertime experience, ensuring every meal, regardless of weather, is a celebration of the ‘GOOD Right Now’. With triple the expected engagement and a boost in social interactions, Waitrose continues to prove itself as a brand at the forefront of customer-focused innovation.
Reference: https://www.johnlewispartnership.media/pressrelease/waitrose/details/19814
