LOVE life at Waitrose
Waitrose are launching LOVE life - a new range of delicious and nutritionally balanced foods - in stores nationwide from June 30th. 20.20 worked closely with the Waitrose team to develop the customer proposition, brand strategy and design direction for the new range.
Responding to the growing concerns from consumers around health and nutrition, Waitrose are taking the lead with their own positive approach. The key message is all about what you can eat, not what you can’t, it’s about a rich variety of tasty and nutritionally balanced foods. More than a range of products, this brand stretches across 270 lines from individual ingredients to ready meals and represents a new way of eating well every day.
20.20 partner Mariann Wenckheim says, “We are very excited about the launch of LOVE life. We have thoroughly enjoyed working with Waitrose since July 2010 to develop this appealing new customer proposition.”
Working with the Waitrose team, we defined a hypothesis and key messages around the product range and brand communication on pack, in-store and online. Having developed an inspiring proposition, we tested it with customers and developed the blueprint for the brand.
Waitrose Head of Brand Development & Product Innovation, Sam Dickson said, “We worked closely with 20.20 to create a compelling and memorable nutritionally balanced proposition that has lead to the new brand identity. We are delighted with the work 20.20 has done and are very excited to see this new brand come to life and redefine the market in a number of innovative ways.”