Kitcatt Nohr Digitas

Brands love to talk about themselves. But they love it even more when people talk about them.

The best advertising isn’t simply heard. It’s talked about. By launching and nurturing MyWaitrose – an inner circle of shoppers – we had fostered a close group of brand friends. The sort of friends you’d share good news with first.

When Waitrose signed up Heston Blumenthal and Delia Smith, we knew we had a great story on our hands.  To kick-start the campaign, we delivered everything needed to make Delia’s first recipe to the most active MyWaitrose members, and other influential food bloggers.

It was the perfect ice-breaker. More than half wrote about the campaign on their blogs and in forums. Independent foodies and our own customers had launched our campaign for us.