Waitrose just debuted an exciting new campaign celebrating the arrival of the British summer.
In partnership with Saatchi & Saatchi, "GOOD Right Now" is a celebration of fresh and spontaneous moments to be shared over food this season.
Running from this week through late August, the campaign features a multi-phased approach that spotlights seasonal produce at its peak freshness.
The campaign's chief creative officer, Franki Goodwin of Saatchi & Saatchi, expressed enthusiasm for the project, pointing out the public's eagerness for warmer weather:
"It's been a long winter, and everyone is remembering how good the warmer weather feels right now! Waitrose will be showing up with just what you need, exactly when you need it now and all summer long – rosé or gin, rain or shine, penalties or tie break."
How Good Can It Get?
The "Good Right Now" campaign will feature new work released over the next four months, including dynamic in-store promotions and culturally relevant executions designed to capture the essence of summer.
Nathan Ansell, Customer Director at Waitrose, emphasized the campaign's alignment with the unpredictable yet joyous nature of the season:
"We've created a campaign that celebrates everything the British summer throws at us - and the joy that food brings, whatever the moment. Summer food moments have flexibility at their heart – and this campaign showcases fresh, easy-to-prepare food which is good even at its most spontaneous and even when our plans go awry."
From extended daylight hours to cultural events and the arrival of the first British strawberries, customers are invited to enjoy both expected and spontaneous summer moments.
Key elements of the campaign focus on flexible and informal dining with high-quality, fresh ingredients.
Featured items include:
- British Beef Tomahawk Steak
- British Bunched Asparagus
- New York Style Beef & Pork Hot Dogs
The campaign's spot debuted on ITV during Coronation Street on Friday, to the song "Let the Good Times Roll" by Rufus Thomas.
It will run across various media channels, including video on demand, social media, and out-of-home (OOH) advertising. Prime OOH placements include the Waterloo Motion from Tuesday.
Additionally, the campaign will be supported by radio ads, social media activity featuring influencers and topical content, print spots in the national press, weekend supplements, magazines, and digital display ads.
Waitrose-owned channels in-store and online will also play a significant role.
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