Waitrose has said that it is the biggest advertiser in print (relative to market share) of all the supermarket chains operating in the UK, describing the format of promotion as its "most effective" channel.
At the Newsworks’ Shift 2016 conference, Tim Pearson, the chief executive of Waitrose’s media agency Manning Gottlieb OMD, said that internet brand content, Waitrose magazines and newspapers, and advertising in other newspapers and magazines are the three most important promotional outlets for the company.
According to CampaignLive.co.uk, Pearson said at the conference, “Print is our most effective ROI [return on investment] channel.
"It really does deliver commercial value for the partnership. News brands are consistently in the top two [advertising channels] for brand and conversion metrics."
adam&eveDDB, the communications agency used by Waitrose added that the format of print "allows us to tell a richer story".
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here
