As reports suggest that Waitrose’s “botched” Twitter campaign has made the brand a “laughing stock”, Jason Woodford, CEO of digital marketing agency SiteVisibility, gives the campaign a ten out of ten and suggests this has reinforced Waitrose’s brand values of quality and excellent service as a key point of differentiation from the other grocery chains.
The “botched” Twitter campaign which has made Waitrose a “laughing stock” gets my full backing and a ten out of ten from me. Have we become that naïve to believe that one of our most respected supermarket chains wasn’t both prepared nor expecting such comments which – and let’s choose this phrase carefully – reinforced its upmarket image.
We are talking about one of our largest brands who I suspect fully appreciates who its clientele is and how they, and indeed the regulars of other supermarket chains, behave on social networking websites.
In fact, any elements of “class bashing” has probably increased the ‘snob’ value of shopping at Waitrose amongst its target audience. This was a very clever marketing ploy from Waitrose and it has reinforced its brand values of quality and reliably excellent service as a key point of differentiation from the other grocery chains.
Their marketing team and management has managed to reflect a personality as well by recognising the humorous elements of both their campaign and some of the responses its encouraged. I think they should give themselves a pat on the back. He who laughs last, laughs loudest.
By Jason Woodford
CEO
SiteVisibility
