About this advert
Waitrose 'All For L10' Advert
26 October, 2008
Elle, Nikki, Jade's view
There is often debate in industry about whether advertising is about reusing old ideas or creating new ones and this advert from Waitrose is an interesting case in point as it is almost identical to Marks and Spencer's 'dine in for L10' advert. It seems to have pundits divided- on the one hand the dinner for L10 promotion is not exclusive to Marks and Spencer, and what really matters is how well the customers responded to it; do they really care if it was a knockoff idea after all? Surely not in the current economic climate! However, on the other hand it could well have damaged the brand, leaving it looking unimaginative and unsure of itself. This ad appears to be in dangerous territory. With very similar creatives, let alone an almost identical strategy how does Waitrose expect to stand out and be remembered? This does not appear to be consistently delivering the brand promise in a differentiated way; basic branding strategy. But then perhaps this was Waitrose's intention all along. One has to consider the column inches generated by this hijack and wonder if or not it was in fact a very deliberate and planned moved as opposed to the panic response it appears to be?!
Can't find the ad you're looking for? Why not upload it?