This month, Waitrose chose OXO2 to launch its first premium luxury food range since 2009. The new range, ‘Waitrose 1’, a range of over 800 lines featuring ‘the very best of Waitrose’ is available in stores now. Waitrose 1 will offer customers one simple yet distinctive brand for its premium food. The emphasis is on quality, and the range has seen the Waitrose food specialists travel to all corners of the globe to source the highest possible quality products. Waitrose worked with Story Events who expertly managed the whole product launch, creative styling and guest experience.
The event was kept top secret until the day of the launch, as the range was only released to the press a couple of days before, and reportedly the largest launch in years. We were delighted Waitrose chose OXO2 for this exciting event. It was attended by approximately 180 food journalists and bloggers, who took to Instagram and Twitter to post shots of the exciting new products. The venue was chosen primarily for its colour as white is a key element of the Waitrose branding. The range also heavily features pops of colours and it was felt that the blank canvas nature of the space would allow the branding to shine.
The packaging features bespoke illustrations that describe the product in one line and to showcase these, vinyls of the illustrations were placed all around the space along all of the pillars and walls and at the entrances. Along the length of the venue specialist stations were set up to highlight a food offering from the extensive range of chocolates and cakes to breads, cheeses and pizzas. Guests also had the opportunity to try their hand at spinning a pizza base to highlight the fact that all Waitrose pizzas are hand stretched.
Guests were treated to canapés and drinks all made from the Waitrose 1 menu and took away a goodie bag filled with Waitrose 1 products including a tea towel, balsamic vinegar, coffee, chocolate and biscuits. Waitrose 1 is “Unequivocally the best supermarket range in Britain” according to Rupert Thomas, marketing director of Waitrose in an interview released in The Telegraph. It was great to host the premium supermarket and we wish the new brand a great success.
Photography courtesy of Jeff Hopkins