Brief Description: This paper reveals how Waitrose evolved its quality-driven communications strategy, to include an ethical dimension. Using television, press, radio, advertiser-funded programming and in-store advertising, amongst others, the campaign set out Waitrose’s product quality stories within a bigger, ethical picture. For example, one of their ads promoted Waitrose’s citrus fruit by highlighting their support for the South African farmers who grow them. This evolutionary communications approach has generated £99.2m incremental profits over five years and an ROI of £5.57 per £1 spent, proving that an ethical approach can be financially rewarding too; ---(TAGS)--- Full Title: David vs Goliath : The Rematch; Number: 2007/23; Brand: Waitrose; Client: Waitrose; Product Category: Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: Miles Calcraft Briginshaw Duffy (MCBD); Author: Mary Tucker, Andy Nairn; Prize Winners: Gold (Adworks ref: Advertising Works 16)