Brief Description: This demonstrates how Waitrose evolved its quality-driven strategy to incorporate an ethical element. Using an integrated campaign with TV, radio, press and in-store advertising, among others, the campaign set out to position Waitrose as an ethical company as well as a retailer of fine foods. For example, one ad promoted pork and sausages by emphasising that Waitrose sources them from British pig farmers who conform to the highest standards of animal husbandry. This communications approach has generated £111 million in incremental profits in the past six years and payback of £5.05 for every £1 spent, proving that an ethical approach can be financially rewarding too; ---(TAGS)--- Full Title: David vs Goliath - The Rematch; Number: 2008/45; Brand: Waitrose; Client: Waitrose; Product Category: Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: MCBD; Author: Mary Tucker, Andy Nairn; Prize Winners: Silver (Adworks ref: Advertising Works 17)