WAITROSE LOVE LIFE by Pearlfisher London for Waitrose

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WAITROSE LOVE LIFE

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Industry Supermarkets
Media Design & Branding
Market United Kingdom
Agency Pearlfisher London
Creative Director Natalie Chung
Designer Vicki Willatts
Released June 2011

Credits & Description

Category: Consumer Products
Advertiser: WAITROSE
Product/Service: WAITROSE LOVE LIFE
Agency: PEARLFISHER
Creative Director: Natalie Chung (Pearlfisher)
Creative Partner: Jonathan Ford (Pearlfisher)
Strategy Director: Yael Alaton (Pearlfisher)
Senior Designer: Poppy Stedman (Pearlfisher)
Designer: Vicki Willatts (Pearlfisher)
Media placement: Waitrose LOVE Life Wholesome Fruit - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Nuts And Grains - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Bakery - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Chilled Soups - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Snacking - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Chilled Juice/smoothies - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Ready Meals - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Teas - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Pulses - Waitrose Stores - June 2011
Media placement: Waitrose LOVE Life Organic - Waitrose Stores - June 2011

Describe the brief from the client
The brief was to create a Health & Wellness food offer that naturally fell out of the Waitrose brand, sitting comfortably alongside the other Waitrose offers.

Describe the challenges and key objectives
Waitrose has been the fastest growing supermarket in the UK for the last 2 years. With a consumer shift in attitudes towards heath, Waitrose wanted to refocus their core food offer to express a more meaningful health and wellness proposition, creating mid-tier food range that provides customers with a world of varied new food choices to help them live a healthier, happier life.

Describe how you arrived at the final design
We established a unique Waitrose philosophy for the new brand offer. To view health and wellbeing as taking us from restricted living to a liberating lifestyle. We wanted to celebrate health and wellbeing, turning it from a negative to a positive. Our universal brand essence was ‘coming to life’ and the design essence was ‘Natural Vibrancy’. The identity and name celebrates positivity and the benefits of healthy eating. The identity multiplies and uses a vibrant colour palette associated with positivity and naturalness. Food photography was created to show how the variety of ingredients come together to create appetising, tasty and healthy choices. This powerful design aesthetic and identity translated powerfully into all brand communication.

Give some indication of how successful the outcome was in the market
In the 52 weeks since launch, Waitrose LOVE life has achieved astronomical success. The brand design is stated as being at the heart of this, and the key factor that customers liked.

The total brand is forecast to achieve sales of £80m in 52 weeks from launch.
•Key Facts
- Like for like sales on ambient products were up 13% YOY (figures to Jan 2012)
- In the last 12 weeks data ( ending 17.03.12) total healthy own label market grew by +4% whilst Waitrose grew at 34.7%
- Waitrose outperformed the market in chilled, Bakery, Grocery, meat fish and poultry, and frozen
•Key facts
- 21% of our customer base bought a LOVE life product in February 2012
- Close to 50% of our primary shopper base have heard about or bought into the brand
- Awareness of the LOVE life brand continues to grow