waitrose food studio

Written By Mark O'Donnell

Waitrose Christmas Advert 2025 landing page

In 2025, I was contracted by the Dentsu Creative agency as the Digital Lead ahead of the Waitrose Food Studio launch - an integrated partnership with a remit to put the supermarket at the forefront of food culture.

KEY RESPONSIBILITIES

  • Ensured Online strategy and planning supported the Studio’s goals of inspiring food lovers, connected content to commerce and was a key part of Integrated Planning.

  • Day to day team operations: aligned Online production timelines with print, SEO, CRM, socials and trade teams.

  • End to end campaign planning and execution: delivered inspiring content campaigns for Christmas (including the website landing page for the advert launch), Easter, Duchy Organic, No.1, Better Chicken and many more.

  • Department best practice: Produced Adobe Experience Manager CMS guide, department playbook and upskilled wider team.

  • Online and campaign reporting: used GA4, ContentSquare and other analytic platforms to embed reporting and insights.

THE RESULTS

  • 1.2 million food lovers viewed recipe and food inspiration content in November 2025 (+42% y-o-y).

  • Christmas sales grew 4.5% vs the overall market (3.8%) in December 2025.


Mark O'Donnell
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