Waitrose Kitchen Magazine

by John Brown Media Client: Waitrose
The Brief

Waitrose Marketing challenged John Brown to deliver “a magazine to engage and inspire our customers with relevant content that drives sales”.

The Challenge

Waitrose is Britain’s fastest-growing supermarket and requires its publications to support that growth. And while WFI resonated with upmarket foodies, the supermarket’s foremost publication needed to resonate more with everyday family cooks and healthy eaters, both a core part of their customer base. Ultimately our challenge was to move the magazine ‘from the sitting room to the kitchen.’

Editorial Response

We wanted to deliver a magazine that made customers take a

fresh look at Waitrose. The result is Waitrose Kitchen, a more
accessible, more practical magazine, firmly keyed into the
Waitrose marketing strategy. And while the magazine has a modern
design with completely new sections, new writers and new ideas,
it still retains the ethos that made WFI such a success.

There is beautiful food photography and original ideas – our fashion shoot for
September, for example, and ‘Food fight’, which sees big names in the food world battle for ideas, featuring the likes of Stephen Bayley, Sir Terence Conran and Mary McCartney.

And while all features are now more strongly linked to Waitrose products, the writing and photography – whether it’s about Columbian Blacktail chickens or Sipsmith gin – is as compelling as ever.


We have produced a magazine that renews, re-affirms and emboldens the Waitrose brand while still being a sumptuous read, with good working recipes – a magazine that clearly resonates more strongly than ever with readers and, in particular, the target Waitrose market. And the results are more than promising. Sales of Waitrose Kitchen outstrip those of WFI, proving that we have lost none of our old readers and gained many more; and advertising, in very challenging times, is out-performing the market. Recent research has also revealed that readers would be prepared to pay up to £1.50 for the publication compared to the current cover price of £1.20.

  • 9% increase in year-on-year advertising sales revenue, bucking the advertising sales trend for this sector
  • 64.8% sales uplift in recipe-mention product Waitrose Cook’s Ingredients Vanilla Sugar, used in the strawberry and rose water vanilla sponge
  • 84% sales uplift in recipe mentioned Waitrose hot smoked trout fillets
  • 26.6% sales uplift in advertorial product sales advertorials (designed and art directed by the Waitrose Kitchen team) for McCain Homebakes

Product sales impact measured via Waitrose EPOS system and verified with Emnos

In conclusion the title continues to be a key driver in promoting loyalty and the image of Waitrose as an affordable, great-quality food shop.