This paper reveals how Waitrose evolved its quality-driven communications strategy, to include an ethical dimension. Using television, press, radio, advertiser-funded programming and in-store advertising, amongst others, the campaign set out Waitrose's product quality stories within a bigger, ethical picture. For example, one of their ads promoted Waitrose's citrus fruit by highlighting their support for the South African farmers who grow them. This evolutionary communications approach has generated £99.2m incremental profits over five years and an ROI of £5.57 per £1 spent, proving that an ethical approach can be financially rewarding too