premium supermarkets
Waitrose & Partners is one of the UK's most respected supermarket brands, known for its high standards in customer service, ethical sourcing, and premium product quality.
Industry
Retail Grocery
Geography
UAE
Impact
Reframed value perception + reignited brand relevance
Services
Brand Strategy + PR Comms Strategy + Advertising + Social + Activation + Media
" Waitrose, the UK's premium supermarket chain, had opened multiple stores across the UAE - but was struggling to gain traction. Mojo was brought on as brand consultants to help reposition Waitrose for local relevance, boost footfall, and rebuild customer loyalty."
Despite its global reputation for superior quality and ethical sourcing, Waitrose had low brand awareness and was perceived as overpriced and elitist.
With no history of advertising in the market and increasing competition from e-commerce and value-driven supermarkets, customer footfall was declining.
Mojo conducted extensive data and sentiment analysis, unpacked the customer journey, and profiled both current and lapsed customers. Our brief was clear: get new customers through the door, bring back the lapsed, and reassure the loyal.
We delivered a full-funnel communications rollout including, digital advertising, influencer marketing, social strategy, PR, and in-store activation - transforming perceptions and establishing Waitrose as the smart choice for conscious, quality-driven grocery shoppers.
Mojo developed a new positioning strategy and campaign platform designed to reconnect the brand with its ideal audience. The creative idea - Come Closer - invited customers to inspect, experience, and appreciate Waitrose quality up close.
From fresh produce and provenance storytelling to community-building content, the campaign reframed value not as price, but as quality worth paying for.
from premium perception
> to everyday worth.
Mojo helped Waitrose shift from being seen as a luxury outlier to a trusted destination for everyday quality - inviting customers to come closer, look deeper, and see why it’s worth it.
Looking to build your brand, strengthen your reputation, or make a bold creative move?
Tell us a little about what you're after, and let's start the conversation.