Tag Archive | waitrose

From cradle to grave…

No, not our NHS. I’m referring to the mammoth 90 second spot, that I believe’ll be airing during the Coronation Street ad-break on Friday night. The media agency / ITV must’ve creamed their knicker$…

The ‘big unveil’ of new TVC’s feels like something of a relic these days. I’m not calling time on TV advertising, of course it still has its place and will for many years to come. Nor am I going to give you my thoughts on TV / online convergence. I haven’t had enough coffee and it’ll be nothing you haven’t already heard…

But I am left feeling somewhat cold by this latest Adam & Eve offering for John Lewis.

I get the cradle to grave thing, we’re there for you at every key life stage. I also get the ‘never knowingly undersold’ proposition. But this spot just lacks emotional warmth (or I have ice running through my veins). I didn’t warm to the couple / their family / their journey through ‘life’. I find the music bordering on morbid.

A stark contrast to the stunning ad they ran at Xmas that has combined a stand-out (and very emotionally rich), track; with a perfect slice of emotional Christmas kiddy oriented joy. Whilst I’m sure this’ll do well with the target audience, I can’t help but feeling the music was something of a compromise.

On a more upbeat note, if you want to see how cradle to grave SHOULD be done, then check out this BBH / X-box oldie. A true corker…

Iain G. Morrison is a senior marketer in the British Tourism Industry. And is hopefully that Waitrose will become his local supermarket if I buy the flat I’ve got my eye on…

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The IVF bum pat…

Quite a corking bit of PR this morning from Asda. They’ve announced they’ll sell IVF drugs on a ‘not for profit’ basis.

The cost of a private prescription for IVF medication varies between pharmacies, who are able to charge at their discretion. So, effectively, this represents a bit of a licence to print money at the expense of people desperate to have children.

According to various reports in the press, Asda’s commitment to sell IVF drugs on a ‘not for profit’ basis means that one cycle of treatment would cost £1,171.41, compared to an estimated £1,993.93.

Still pricy, but a potential saving of some £820. Quite a lot of shopping for your average family! Still, some great PR for the brand. I’m not sure if Asda will resurrect the Asda price ‘bum pat’ for an Asda price ‘ovarian pat’ in their next campaign, but I’m sure this news will be a welcome relief for those struggling to conceive.

That said, I’m pretty sure that the demographic you are trying to reach will continue to shop in Waitrose / M&S / Sainsbury’s. But I spose if each customer sticks one or two things in the basket when they pop in…

Iain G. Morrison is a senior marketer in the British Tourism Industry. And is off for a G&T with the good Lady Cooke this evening…

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Reputation managment 2.0

pikeroonAre you a fat pikey bastard? Yes?

Then presumably, you shop at Primark (or Primani to the chattering classes that love a bargain).

Well, they are the latest brand to launch a staff investigation after several hapless employees posted some less than flattering comments about their beloved customers on Facebook.

Some nuggets included: fat, pikeys, and twats.

Primark will launch an investigation into the comments, but they are the latest brand to do so (Virgin, BA, Tesco, Waitrose to name but a few).

In this day and age, surely no right minded individual would post any negative work related comment on a social networking page? Knowing that once it’s up online, its there for the world to see, and could come back and haunt them at any point in the future…

Well, factor in minimum wage and less than amazing working conditions, and it goes some way into explaining why numerous brands suffer at the hands of frontline staff.

However, this latest incident yet again highlights the importance of social media guidelines for employees.

All staff (in brands big and small) need to be aware of the potential damage their harmless / bitter / outright slanderous comments on social media sites can do to their paymasters reputation.  And ultimately, it can cost jobs…

Primark have generally done well in the social space. Their non-official facebook fan page was widely heralded as a marketers wet dream, something they mined easily with a truly engaged audience.

But, how (if at all) have they / do they engage their staff?  Does company HQ actively engage, listen to, and respond to the frontline staffs gripes, aches and pains? Are they able to voice their concerns beyond the shop floor supervisor? Or, do they feel their only outlet to vent their rage, is a public forum…

Sweatshops aside, this presents the brand with a genuine opportunity. A timely staff engagement programme wouldn’t go amiss. A few t-shirts with some choice slogans from the staff might also help put a positive spin on this in the press.

It’s unlikely this’ll put off many customers from shopping with the brand. If they can get past the sweat shop production issues, it’s unlikely they’ll mind this little slur against their good name. And I’m sure ‘Fat pikey twat’ t-shirts would sell by the truckload.

After all, sticks and stones…

Iain Morrison is a senior marketer in the British Tourism Industry. And would like to remind you all to be careful with those tweets / status updates!

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