Waitrose: David versus four Goliaths - IPA Effectiveness Awards Case Study 2002

Brief Description: This case documents how Waitrose strengthened its position as the UK's pre-eminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets played a vital role in building loyalty and attracting new customers, adding over £40m to revenue in 2001/2 and helping turnover grow by £600m between 1997/8 and 2001/2. ;---(TAGS)--- Full Title: David versus four Goliaths : how advertising quietly revolutionised a successful business ; Number: 2002/25 ; Brand Name: Waitrose ; Client: Waitrose ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Agency: Banks Hoggins O'Shea FCB ; Author: Steve Hastings ;