Waitrose
A brand I learnt so much from
Graham Pugh, Founder, Brand Voice Agency
Caribbean Bananas
From 2000-2006 I worked on Waitrose at the advertising agency Banks Hoggins O’Shea. It was a privilege to work on such an iconic brand, that had only very recently started advertising. Everyone on the client side had such a strong sense of what Waitrose stood for: quality, fairness and aspiration. We never showed any food in our advertising, preferring instead to make the marketing mouthwateringly delicious and to treat the reader as someone with a brain.
Everyone in the agency wanted to work on this brand and it was hugely competitive. So when our work started to be selected and produced, it was a huge thrill for myself and my art director, Chris Walker.
For someone with a copywriting background like me, it really stretched my creative brain to think so visually. I remember sketching the bananas concept on the train with a biro and a yellow highlighter pen. Luckily, Chris knew what I meant straight away when I showed him, and the result was something rather lovely.
Press advertising
Everyone in the agency wanted to work on Waitrose so to get your idea out into the world was an achievement.
Cornish Sardines
Barbecue food
English Strawberries
To celebrate the brand’s centenary in 2004, I wrote Waitrose’s first ever long copy ad.
Direct marketing
Mailings for Waitrose Wine Direct and local door-drop leaflets for the store.
Doordrop for everyday staples
Wine club monthly mailer
Every piece was a brand piece, however hard it had to deliver.
Launch of Waitrose Food & Home
A modular set of materials for store openings.
