In a festive move to spotlight its premium No.1 range, British supermarket chain Waitrose has unveiled a new campaign featuring the iconic pop group S Club. The campaign, which aims to highlight the retailer's recently revamped line of high-end products, leverages nostalgia and contemporary entertainment.

The promotional video, now circulating on social media platforms, captures S Club members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O'Meara, and Rachel Stevens enjoying a night alone in Waitrose's newly opened Finchley Road store. In a dance routine set in the supermarket's aisles, the group performs to a revamped version of their hit song "You're My Number One," now remixed by DJ and producer Jax Jones. The clip culminates with the band members indulging in a sumptuous meal featuring items from the No.1 range, and they are later seen exiting with Waitrose bags brimming with products.

This nostalgic touch has struck a chord with audiences on social media, where the response to the campaign has been overwhelmingly positive. Viewers have praised the ad, describing it as a creative and engaging throwback. The caption accompanying the Instagram post reads: "In celebration of our No.1 range, S Club have joined forces with none other than Jax Jones to remix their iconic bop," underlining the campaign's theme of excellence and collaboration.

The S Club collaboration is part of a broader advertising strategy to bolster Waitrose's No.1 line, which has undergone a substantial rebrand. The refreshed range now boasts 200 new and revamped products, aimed at delivering top-tier quality to consumers. Complementing the social media push, Waitrose recently rolled out a series of out-of-home advertising creatives. These feature scenarios of customers prioritising the enjoyment of the No.1 range products over mundane tasks, underscored by the tagline "No.1 always comes first."

Waitrose's strategic use of celebrity endorsement and its emphasis on product excellence appears to be resonating well with its target market. The choice of S Club, a band that rose to fame in the late 1990s and early 2000s, taps into a wave of nostalgia that many audiences find appealing, further strengthening the campaign's impact. This initiative reflects Waitrose’s commitment to reinforcing its brand identity with a blend of high-quality offerings and engaging marketing strategies.

Nathan Ansell, Waitrose Customer Director, commented, "We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste. We can’t wait to see what customers think about the new track and look forward to seeing fans and our Partners trying out the dance routine for themselves”​

UK Quality Food Awards

This year, Waitrose have one product shortlisted for a Quality Food Award - their Waitrose No.1 30 day Dry Aged Beef Côte De Boeuf. Take a look at the full shortlist here: ttps://uk.qualityfoodawards.com/QFA24/en/page/2024-shortlist

Waitrose also won awards in our Christmas categories, which were announced last month:

• Waitrose No.1 Highland Beef Rump Roasting Joint with Seasoned Brown Butter, Dovecote Park
• Waitrose No.1 Venison Haunch Joint with a Sloe Gin and Blackberry Glaze, Dovecote Park

Meet all our 2024 Christmas winners here: https://uk.qualityfoodawards.com/QFA24/en/page/2024-winners-christmas 

A celebration of the UK food industry

This year, after a series of successful virtual events, the Quality Food Awards returns tor a live format, bringing together top brands, retailers, suppliers, and industry experts in a vibrant and engaging setting. The 2024 event introduces a new hybrid format:

• Networking Space: A lively standing reception with cocktails, canapés featuring products from shortlisted companies, and entertainment. This space is designed to foster connections and discussions.
• Awards Space: A theatre-style awards presentation with informal seating. Categories will be awarded in segments, allowing attendees to focus on their specific sectors of interest.

Places are limited - book your spot here.