Waitrose was facing challenging market conditions, fiercer competition and no significant new news. To address this it made the tough decision to invest more in the brand, despite everything pointing to promoting price, and transformed their existing assets into a showcase to make the brand more magical and inclusive. The campaign attracted less frequent, lighter customers to Waitrose and created the best Christmas Waitrose ever had, delivering the highest growth in like-for-like sales in the grocery sector of more than 3.8%, and a net profit payback of £1.89 in just over eight weeks