Waitrose is marking the expansion of its No 1 premium range with a new ad campaign backed by a remixed version of Chesney Hawkes’ The One and Only, designed to reinforce its positioning as the home of food lovers.
Created by Wonderhood Makers, the song, which Chesney has been bashing out for nearly 35 years, gets a makeover by Sigala, whose tracks have racked up nearly 5 billion streams globally. It follows the success of last year’s S Club and Jax Jones remix of You’re My Number One, which relaunched Waitrose the own-brand premium range.
The campaign is spearhead by a new film, created and produced by Wonderhood Makers and directed by Gabriella Kingsley, that opens with Chesney spotlit in a hyper-real Waitrose aisle, as performs with cameo appearances from TikTok’s Waitrose Partners from Southampton, Saffron Walden and Maidenhead.
The action then shifts to a No 1 banquet, where multiple Chesneys sample the range’s finest products, all set to Sigala’s remix. The concept blends music, brand, and talent to create a celebration of the No 1 range.
The social first campaign launches with a full-length music video on YouTube, supported by cutdowns and bespoke assets across TikTok and Meta, including a ‘making of’ video from Sigala.
By tapping into the powerful pull of nostalgia and reframing a classic track for a new generation of food lovers, Waitrose is aiming to create a fun cultural moment around Chesney’s hit.
Waitrose chief customer officer Nathan Ansell said: “Our range is the one and only premium range out there for food lovers and it’s great that Chesney agrees with us. After the successful remix of S Club’s You’re My Number One, there was nobody we’d rather work with for the expansion of our Waitrose No 1 range than Chesney. We hope our customers enjoy this fun twist on his renowned anthem.”
Wonderhood Makers co-founders Katie Hunter and Jo Lumb added: “We’re thrilled to be back with another edition of this campaign. After last year’s success it was only right that we continued to champion the No 1 range with two more cultural icons, and it’s been a joy working with the team on making it happen.”
The broader campaign is supported by OOH ads and radio spots, from Wonderhood Studios, that state “Every supermarket has a premium range. But there’s only one No 1 by Waitrose”. This multi-channel approach all aims to reinforce the Waitrose No 1 range’s positioning as unmistakably premium.
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