Kitcatt Nohr Digitas

The brands we buy. The aisles we skip. The list we don’t need. Grocery shopping is largely driven by habit; the trolley could probably steer itself.

How can we change the behaviour of customers who are shopping on autopilot? For Waitrose, we do it with a mix of inspiration and invitation. Or, as in this communication, fish and wine.

Fresh fish is something even the most competent cooks shy away from. And choosing a matching wine is never easy. With the help of Waitrose’s own fishmongers and Masters of Wine, we produced a beautiful book filled with tips on cooking fish. And we matched each dish with a suggestion from Waitrose’s own Masters of Wine. Because a crisp white isn’t always the best choice.

It’s all about getting people to consider what goes in their trolley – and hopefully add a few more items. Which they did. Trackable sales were up 1.4%, representing incremental sales of £2.5million.