JCDecaux, the UK’s leading outdoor advertising company has expanded its advertising network at Waitrose into a further 15 branches, bringing the total to 84. The expansion follows a 100% increase in the brand count carried year-on-year, with clients from a range of new categories targeting the upscale Waitrose audience.
JCDecaux has installed scrolling 6-sheet panels at the entrance to the additional stores in Bishops Stortford, West Byfleet, Beckenham, South Harrow, Sudbury, Tonbridge, Newmarket, Lichfield, West Ealing, Alcester, Haslemere, Leigh on Sea, Saxmundham, Torquay and Headington.
Spencer Berwin Managing Director, Sales at JCDecaux said, “This is fantastic news for our clients as our expanded footprint will provide advertisers with even more access to the premium Waitrose audience. Waitrose is not only the fastest growing major grocer, with sales up by 11% last year and a 4% increase in retail space but their regular shoppers are spending more than ever*. This makes Waitrose an increasingly attractive proposition for advertisers across a wide range of categories.”
In addition to showcasing premium FMCG products, Waitrose 6-sheets are attracting new clients such as tourist destinations (Turkish Tourism, Disneyland Paris), financial products (MasterCard and Investec Bank), environmentally-friendly advertisers (Ecover, Cadbury Fair Trade) and upmarket cinema releases (Sony Pictures’ Julie and Julia).
Campaigns at Waitrose also reach the John Lewis audience. TGI research shows that 70% of Waitrose regular shoppers have shopped at a John Lewis in the last year and that they are 791% more likely to own a John Lewis Partnership card than the average adult. Phillips recently advertised at Waitrose, supporting the launch of their new product line in John Lewis.
JCDecaux won the contract to manage and develop 6-sheet advertising at Waitrose in November 2007, following a competitive tender.
*Repeat shoppers at Waitrose are spending more – £164.14 vs. £155.07 on average (12 weeks ending 27 Dec 09 compared to same period last year) (source TGI 2009)