Waitrose have joined the happy band of consumer brands to have a well-intentioned twitter campaign hijacked, as their #waitrosereasons hashtag found itself the source of various class-based jibes at the expense of this most well-heeled of retailers. I am still trying to work out if this was a calculated attempt to kick off a conversation. Certainly It’s part of a noble tradition, stretching back to Skittles’ 2009 decision to replace their homepage with a live twitter feed (cue a series of posts along the lines of “skittles: ANAL CUNT THAT IS GOOD”). Recently, Mountain Dew has also succumbed.
Many will applaud Waitrose, however, for turning a potential damp squib into some great column inches. Countless outlets ran significant analysis pieces, presumably as the result of a quick nudge from a Waitrose PR pixie, and the Waitrose social media team made it expressly clear- albeit in the ‘forced grin’ fashion of a doddery politician or low-status boss- that they found it all, mostly, really rather funny.
Timing wise, they’ve scored a great coup, cementing themselves firmly into the media consciousness on a Friday and thus ensuring coverage throughout the lucrative affluent shopping hours of Saturday and Sunday. There’s no doubting, too, that this was an admirable display of both flexibility and a sense of fun.
Yet at the same time, the question is begged as to whether anyone sought a long-range, helicopter view before taking this tack. Responsive and attention-grabbing it may have been, but the PR team’s actions sit uneasily with the brand as a whole, and one must wonder whether any c-suite figures would share their sense of humour. Was this a creative bit of conversation wrangling or a last-minute bolt on?
Nonetheless, the gods of evaluation are likely to applaud this as a major success: damned stats are always good for obscuring the backstory. The team should enjoy the coverage, whether it was them chasing it or no.