Waitrose
From the Supermarket to the For You Page
TTCX | UK
CHALLENGE
Waitrose is one of the UK’s best-known and most popular supermarket chains, known for its quality, premium food products, and strong brand identity. Managed by our Joli London Team, this collaboration demonstrates how we, as an international social media agency, support brands across different markets with local expertise and platform-specific strategies.
But being an established brand with high recognition is only the beginning. The real challenge: Turning this brand love into measurable performance.
We developed content that feels completely native to TikTok, is instantly recognizable as Waitrose from the very first frame, and maintains a consistent look and feel across 34 creators.
Generic UGC was never an option for us. Neither was slow-paced content that feels too much like traditional brand communication. Our ambition: Content that stops the scroll, stays true to the brand, and ultimately delivers measurable results.
SOLUTION
A creator engine instead of a traditional campaign calendar.
We built Waitrose’s TikTok presence around three principles: authentic rather than polished, seasonally relevant, and with the brand visible from frame 0.
13 TTCX projects, 34 creators, one consistent creative system. From briefing and casting to production and paid media, we managed the entire execution.
Content that performed organically was further amplified through Spark Ads and paid campaigns – maximizing the impact of every asset.
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More InformationOUTCOME
The results show that authenticity and performance on TikTok don’t have to be mutually exclusive. Across 13 TTCX projects in the UK, Waitrose generated a total of 90.3 million impressions – at an average CPC of just 1.33p. At the same time, the Waitrose channel gained 18,500 new followers. The paid engagement rate of 0.59% exceeded the category benchmark.
Particularly impressive: @emsbalance grew by 357% since April, from 11.3K to 51.7K followers. A creator success story built together with Waitrose.