Waitrose is the UK’s premium supermarket and was founded on a mission to ‘lift the food industry to a higher plane’. In 2019, this quality advantage was being threatened by increasing competition, leading to stagnant sales and declining share. This case illustrates how Waitrose turned the business around between 2020 and 2021 by making a clear link between brand purpose and great tasting food. ‘You Can Taste When It’s Waitrose’ helped the brand reclaim its competitive advantage and gain £216m incremental sales in Year 1 – generating £3 of profit for every £1 spent in a particularly challenging year.