Premium supermarket chain Waitrose is to step up its focus on value from 6 October, featuring a low-priced range of own-brand products, price matches and food offers.
The move follows two years after the launch of its Essential Waitrose range in 2009 and one year after its matching of several Tesco product prices in 2010. It also offers free delivery for online shopping.
Over 1000 items will be available under the Essential Waitrose banner, with a further 1000 branded products matched at the same price as Tesco. There will also be over 1000 items discounted each week or subject to an offer such as buy-one-get-one-free I’d get rid of the hyphens.
Waitrose's new mission will be promoted using television, the press, the internet and a mobile display advertising campaign.
Rupert Thomas, Waitrose marketing director, said: "We've had a mammoth response to our Essential Waitrose range and free online deliveries.
"Since then, we've been consistently building our value proposition - extending Essential Waitrose to new products and categories, launching Brand Price Match, and committing to over 1000 products on offer or promotion each week in our shops.
He added: "Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service. It's our biggest-ever value campaign because our position on value has never been stronger."
