Waitrose claimed today that Marks & Spencer’s (M&S) comparison adverts featuring several of their products have helped push sales up by the biggest increase in three years.
The appearance of several “Essential” Waitrose lines, the supermarket group’s value food range, in the high-profile M&S adverts launched last week sent sales up by 17.1 per cent in the week up to November 7.
Waitrose, which is owned by the John Lewis Partnership, said sales of teabags rose 96 per cent compared with the same week last year, penne pasta, sausages, spaghetti and teacakes were up 40 per cent and garlic bread and chilled orange juice increased by 30 per cent.
Richard Hodgson, commercial director at Waitrose, said: “Maybe we should be thanking the M&S marketing department for highlighting both the quality and value of our essential Waitrose range.”
The M&S ads, which ran under the headline “Price checked against Waitrose Essentials. Quality checked by M&S” were the first time the supermarket chain had attempted comparison adverts.
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Commenting on Waitrose’s statement, a spokesperson for M&S said: “The ads set out to highlight our great value and it’s fair to say it has been successful for us.”
Online grocery shopping, which has abolished delivery charges, also boosted sales, which were up 86 per cent on last year.
Waitrose’s sister company John Lewis, also had an extremely strong week, with sales up 13.2 per cent, the second best since the start of July. The department store attributed the success of its Home range, up 14.6 per cent, to furniture sales, which continued to perform well, up 33 per cent.
Sales in electronics and home technology were up 20.4 per cent, following the digital switchover in the North West. A spokesperson said that animal-related toys had also proved popular, as Christmas shopping begins.