Waitrose is bigging up the joy of a night in with a new campaign that taps into the familiar rituals of eating out before revealing the diners are actually enjoying a Waitrose meal at home.
Devised by Wonderhood Studios, the “It’s not fine dining, it’s fine Dine In” campaign features two films that spotlight the supermarket’s premium No 1 £15 Dine In for Two and new No 1 £18 Takeaway for Four offers.
In the first film, a couple enjoys what appears to be a meal out, before realising they need to get back for the babysitter. The reveal shows they have not actually gone anywhere – their baby is asleep on a monitor and they are already at home enjoying Waitrose’s Dine In for Two.
The second sees a group of friends enjoying dinner together, with one particularly taken by the surroundings. As she compliments the décor, it becomes clear that the “restaurant” she has been admiring is her own home.
The work aims to build on Waitrose’s “The home of food lovers” platform, putting the supermarket front of mind for the end-of-week treat among 18- to-35-year-olds who might typically turn to a takeaway.
It shows how staying in can still deliver the great food, enjoyment and sense of occasion of a night out, while bringing value more visibly into the work, with the price of both offers featured prominently throughout the campaign.
The activity will run across social and BVOD, supported by digital, OOH, and radio – including a partnership with Zoe Ball on Greatest Hits Radio, featuring live reads and a listener competition.
The films were produced by Wonderhood Makers, Wonderhood Studios’ in-house social content and production arm , and directed by Kyle Jon Shephard. BVOD media was planned and bought by MG OMD, while social media was managed by Waitrose’s in-house team.
Creatives Holly Nash and Alysha Radia devised the campaign, supported by creative directors Myles Vincent and James Rafter, who said: “The idea came directly from the food; and that was the Waitrose Dine In range is so good you’ll probably forget you’re at home in your slippers.
“The line ‘It’s not fine dining. It’s fine Dine In’ was the perfect payoff for these films that showcase how a night in can feel like a treat even when you haven’t left home. More noodles, anyone?”
Related stories
Waitrose goes to the final frontier for Gastronaut blitz
Waitrose ‘Perfect Gift’: The ultimate Christmas cracker
Waitrose cooks up loyalty boost and Better Chicken blitz
John Lewis recruits first digital and omnichannel chief
Waitrose lures Sainsbury’s chief for new loyalty revamp
Be the first to comment on "Waitrose serves up ‘It’s not fine dining, it’s fine Dine In’"