Essential Waitrose campaign lights up Piccadilly Circus

• Our new Essential Waitrose value campaign is being lit up at London’s iconic Piccadilly Lights 
• ‘Quality you'd expect at prices you wouldn't' sums up our excellent value for money without compromising on quality, animal welfare and sustainability
• The campaign showcases our huge range, including our outdoor bred pork and responsibly sourced fish fingers

In a first for Waitrose, we are showcasing our new Essential Waitrose value campaign, ‘Quality you'd expect at prices you wouldn't', at the iconic Piccadilly Lights in London, running from 25 April to 1 May. 

Unmatched value and quality

The campaign, created by adam&eveDDB and bought by MG OMD, promotes our commitment to offering excellent value for money without compromising on the things that matter most to our customers, such as quality, animal welfare, and sustainability. 

The Essential Waitrose campaign showcases the breadth of our value range, which now has over 1,000 products. It will also highlight the provenance behind some of the key products including our outdoor bred pork, free-range milk, and responsibly sourced fish fingers, all at unexpectedly low prices. 

Lighting the way

Martin George, Waitrose Customer Director, said: “We’re very excited about this ground-breaking first for us.  As customers look for ways to make their money go further, it’s the right time to promote the unmatched quality and value of our Essential range, which offers over 1,000 great products. 

“Piccadilly Lights are so iconic and reach an audience of over a million people a week, so we know it's an effective way to amplify this campaign.”