20 years of content for Waitrose Food and Waitrose Health.
Waitrose & Partners occupies a unique position in the grocery sector thanks to its leading reputation for trust and quality.
The brand’s high-spending customers care deeply about food, and this passion has only grown over the years as consumers have become increasingly savvy about their food’s provenance, flavour, health benefits and the environmental impact.
Such high levels of engagement – and storytelling potential – make Waitrose & Partners the ideal brand to build a sophisticated content programme around.
This is what we have been doing as their content partner for more than 20 years.
Waitrose Food is a monthly magazine full of seasonal and regional produce, inspiring recipes, international stories and thought-provoking columns.
Since its launch in 1999, we’ve brought together the best talent in the business to deliver a publication that has elevated the very concept of a food magazine. Content is meticulously planned to reflect and amplify the Waitrose brand values and the themes from its customer marketing plan.
With a circulation of 700,000 – the fifth highest of all magazines in the UK – and a monthly readership of 2.6 million, Waitrose Food is truly a content marketing powerhouse. Its reach has grown through digital platforms too, including social media, podcasts and the Waitrose Food iOS and Android apps, hitting an audience of more than 40,000 unique users a month.
The success of Waitrose Food also led to us developing Waitrose Health, a magazine which positions Waitrose & Partners as a trusted ally in the fast-growing world of personal health and wellbeing.
The content strategy here is underpinned by three core pillars – eating better, moving more and feeling great – with medically sound, expert research made accessible to everybody across multiple channels.
The impact of our work with Waitrose & Partners speaks for itself – our content has directly attributable returns. People who consume our content become habitual patrons, with higher shopper return rates and basket values.
By placing food and health at the heart of the customers’ multi-faceted lives, we have helped to deliver double-digit impact on NPS, established Waitrose as the healthiest supermarket in the UK, and across monthly campaigns, delivered an average uplift in sales of 14.6% across the product lines featured.
Our work also represents the most-awarded food content programme in the UK, with over 50 industry awards, including multiple APA, PPA and CMA awards, as well as BSME awards for Editor of the Year and Art Director of the Year.