Waitrose targets foodies with 'No.1 Always Comes First'

Waitrose has unveiled a new seasonal ad campaign to promote its premium, brand-owned No.1 range – relaunched earlier this year – with Saatchi & Saatchi’s first work for the food brand being a tongue-in-cheek nationwide blitz.

With a third of products in the range being new or updated – including Wagyu Beef, No.1 Heather Honey Smoked Salmon, and No.1 Salted Caramel Croissant Cups – the campaign targets foodies by capturing moments when enjoying high-quality food takes priority, and everything else can wait.

The work brings this idea to life in a series of scenarios, captioned simply by “No.1 Always Comes First”. The creative shows a selection of characters lifting the same ‘one-minute please’ gesture in a series of scenarios, from prioritising a decent breakfast before taking the family dog for a walk, to a delicious dinner before giving their partner wardrobe tips.

The activity will run nationwide across OOH, social media, and print. Manning Gottlieb OMD has handled media.

Waitrose customer director Nathan Ansell said: “Our No.1 range is the ultimate brand for food lovers and this tongue-in-cheek campaign highlights what really matters to our customers when it comes to food. They want the very best in quality and taste and have a refined appreciation for excellence.

“Saatchi & Saatchi has really showcased that our customers are prioritising what’s on their plate, without reason for occasion and we can’t wait to see how the new campaign resonates with our customers.”

Saatchi & Saatchi chief creative officer Franki Goodwin added: “Shall we just take a moment for the number one? Yes, please. This is a lovely visual idea for the No. 1 range from Waitrose that plays on how the love of really good food makes us put it before everything else – and a raised finger makes a one.”