Waitrose 'thanks' M&S for sales boost
Waitrose 'thanks' Marks & Spencer after comparison advert backfires
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By Alistair Potter. |  |
Friday, 13, Nov 2009 12:13
Waitrose has today said its rival Marks & Spencer has pushed up its sales with the use of a comparison advert.
The supermarket, owned by the John Lewis Partnership, said M&S's comparison adverts featuring several of their products helped push sales up by the biggest increase in three years.
The 'Essential' range from Waitrose was used in an advert in comparison to M&S ranges. But following launch of the advert sales went up by 17.1 per cent at Waitrose.
Among the products featured in the comparison ads, sales of packs of 80 teabags rose by 96 per cent year on year, while penne pasta, sausages, spaghetti and teacakes all had growth of more than 40 per cent.
Commercial director Richard Hodgson said: "The Essential range has been hugely successful since its launch earlier this year but last week's performance was particularly sparkling.
"Maybe we should be thanking the M&S marketing department for highlighting both the quality and value of our essential Waitrose range in its high-profile advertising campaign."