Waitrose: 'print is our most effective advertising channel'

Submitted by: Print Power 04/03/2016

One of the biggest supermarkets has said that it is the biggest advertiser in print of all UK operating supermarkets. They have clearly described that print is their most effective channel.

Tim Pearson, Chief Executive of Waitrose media agency Manning Gottlieb OMD have said that their Waitrose magazines and newspapers and their advertisements in other print media such as other newspapers and magazines are very important promotional materials for the company.

"Print is our most effective ROI channel," said Pearson, who was presenting on behalf of Waitrose owner John Lewis Partnership. "It really does deliver commercial value for the partnership. News brands are consistently in the top two [advertising channels] for brand and conversion metrics."

Waitrose has increased its investment in online news brands by 108 per cent in the last year.

Pearson also states that print has "enduring value" and attitudes outside the industry were "overly negative".

Tammy Einav, the managing director of Adam & Eve/DDB, the creative agency for Waitrose and John Lewis, said print "allows us to tell a richer story", explaining how the grocer will sometimes take out a sequence of prints ads – for example about recipes – in the same publication.

Pearson and Einav explained that JLP has a three-pronged marketing strategy for print and publishing: through advertising; producing its own magazines and newsletters; and the distribution of online branded content.

Einav pointed to a Waitrose brand partnership with Telegraph.co.uk last summer, called "Add panache to your picnic", that had nearly 200,000 video views. "People have richer experiences through partnerships," she said.