Case Study: Waitrose strengthens ethical brand messaging with Mytton Williams

Waitrose strengthens ethical branding with Mytton Williams through 12 clear commitments

Waitrose, a UK supermarket, needed to better convey its ethical credentials through its marketing materials. The challenge was to create a standout campaign that worked within its existing brand guidelines while clearly communicating its specific sustainability messages. They engaged the design agency Mytton Williams for this project.

Mytton Williams collaborated with Ink Copywriters to distill "The Waitrose Way" into 12 clear commitments. The solution included developing a campaign identity with distinctive visuals, commissioning an illustrator, and rolling it out nationwide across in-store point of sale. Mytton Williams also designed comprehensive brand guidelines to ensure clear and consistent representation. The marketing manager praised the result as an engaging and informative reference, and the head of sustainability noted the campaign's standout quality and flexibility for use across many communication channels.

Waitrose