CASE STUDY: Waitrose & Partners Content Solutions

Provided by Eye to Eye Media Ltd
Eye to Eye Media creates compelling content to help Waitrose & Partners meet their business objectives.

What was the Challenge / Background of the Campaign?

Waitrose & Partners were looking for a solution to engage and educate customers about the W&P product range. The challenge was how to present this information in a way that's clean, clear and easy to navigate, as well as being useful to customers. By taking a focussed approach, we were able to drive sales in categories of personal customer interest (like wine and whisky) and by doing so reinforce with the customer the knowledge and expertise of the retailer.

What was the Campaign Objective?

Eye to Eye were tasked with creating compelling content that met W&P business objectives. We wanted to showcase the diversity of the W&P offering to new and existing customers.

What was the Solution?

Eye to Eye created a content marketing campaign covering categories from baking, tea, whisky & beauty. Special content included nominated products which are given an editorial spin. We developed a flexible template which allows us to add extra pages to chapters as required. Drinks-themed editorial pages help fill gaps & offer readers the chance to improve their knowledge.

What were the Results?

By working collaboratively with W&P we delivered: 45 publications, including 26 Weekend specials, 1,640 editorial pages, subjects ranged from babies, vegan, eco and beauty to gardening, cocktails and coffee. "I think the Entertaining brochure is absolutely outstanding. It is quite simply the best Entertaining brochure I have ever seen from any retailer. The photography is stunning and combines perfectly with the evocative product descriptions to persuade our Customers that Waitrose is the perfect choice for Christmas." W&P Marketing Director - Martin George

What were the Key Learnings of this Campaign?

A clear content marketing strategy has enabled W&P to: Enhance the quality of the offering in the eyes of the customer. Build a deeper relationship with customers on areas of specific or seasonal interest. Be seen as the expert in the eyes of the customers by imparting useful and engaging information, thus creating a deeper connection with the customer. Enhance W&Ps' positioning in the retail sector as a high end quality retailer.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
35 - 44
45 - 54
55 - 64
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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