Waitrose’s latest Twitter campaign, “I shop at Waitrose because…” has certainly caught the public’s imagination. Some shoppers submitted genuine reasons with the hash tag #WaitroseReasons while others used the opportunity to make light of the supermarket’s high-brow image:
“I also shop at Waitrose because I was once in the Holloway Road branch and heard a Dad say ‘Put the papaya down Orlando’!”
“I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people.”
“ASDA Value peacock feed isn’t as nice”
It’s unclear whether the Waitrose Communications team was involved or whether this was entirely driven by the Marketing function. A number of Communications Directors we’re speaking to at the moment say that they now report into Marketing. This suggests that expert communicators are moving closer to their company’s high profile marketing campaigns. And one suspects that Waitrose will be reviewing their view on this.
Let’s be honest, this could happen to any of us. A number of management boards still don’t allow Twitter for communications and it’s understandable they are worried about it. However, not participating is not an option with consumers expecting a social media presence for every brand.
So what approach do you take? How do you plan it? What’s the real business value?