19-10-2011

Choose life. Choose health. Choose print & packaging. Choose cross media campaigns. But why would anyone want to do a thing like that?

Author: Joanna Muggeridge

Any client or media friend who’s visited us here at AD in Esher will most likely know that Waitrose is one of the most frequently visited shops in town – if only as our working lunches are generally purchased there! So, it almost goes without saying that I seem to spend a fair amount of time (and money!) in this high street supermarket chain, and therefore can’t fail to notice any offers or brand introductions.

Author: Joanna Muggeridge

Image: AttributionSome rights reserved by lilivanili

Any client or media friend who’s visited us here at AD in Esher will most likely know that Waitrose is one of the most frequently visited shops in town – if only as our working lunches are generally purchased there! So, it almost goes without saying that I seem to spend a fair amount of time (and money!) in this high street supermarket chain, and therefore can’t fail to notice any offers or brand introductions.

This year, Waitrose has introduced the LOVE Life range. LOVE Life is, as described on the store website, ‘a brand-new range of products based on this simple philosophy: nutritious food can taste great and should be enjoyed.’ And in its eye-catching packaging with stunning images of food on the front, who could fail to stop and look at the choices on offer when meandering through the aisles in search of the elusive tasty snack, healthy lunch or easy-to-cook-but-looks-like-it’s-homemade dinner.

It’s struck me that the marketers at Waitrose hit on the right combination when they launched the new range, and have made good use of cross-media. Many of the LOVE Life products are displayed in suitably appealing, vibrant packaging shouting from the shelves and attracting not only the health conscious among us but any hapless passer-by. The in-store magazine sets the till points alive in its bright primary colours and is packed full of useful tips, tricks and recipes (all using the most healthy, but tasty food combinations), and this all ties together with a TV advert.

The clever use of a handful of celebrities followed over a period of time in their LOVE Life challenges allows the brand to upload video testimonials via YouTube to its website, and the TV advert also encourages viewers to turn to the website or Social Media sites to explore the range further. You can even download the theme tune from iTunes and sing along if the desire takes you!

I do like my ‘healthy’ food, and also have a few pesky food intolerances, so maybe this is why I’ve noticed this range so much more than usual. Instead I’d like to think it was the choice of print & packaging, combined with the billboard and Point of Purchase displays, all working in harmony with online communication methods that in fact has led me to remember this over other brands, and in the process feel like Choosing Life!