Total divisional sales excluding fuel were up 2% last week (to April 23) at Waitrose.

TV ad campaign boosts Waitrose sales

Total divisional sales excluding fuel were up 2% last week (to April 23) at Waitrose.

The supermarket chain’s finance director Loraine Woodhouse said the launch of its new TV advertising campaign appeared to have had a positive effect on sales.

“With the campaign focusing on our agricultural credentials, service counter meat and fish sales rose by 12%,” she said.

She added: “Warm spring weather is still evading the UK, so shoppers were brightening up their homes with plants and flowers.” Sales of horticulture grew by 11%, with cut flower sales up by 20%.

Loraine continued: “Customers were making the most of Waitrose specialist shops online last week, with sales overall up 45% year-on-year.” Waitrose Florist sales climbed by 15% and Waitrose Cellar saw sales soar by 53% compared with last year.

The Queen’s birthday celebrations and the launch of Waitrose 1 products had a positive effect on cake sales, which increased by 11% last week.

 

Star: this cow, from a dairy farm near Newbury that supplies milk to Waitrose, takes centre stage in the ad campaign

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