With a diverse audience to cater for in terms of shopping behaviour, we needed to find a way to motivate and appeal to everyone. So, although Waitrose customers tend to be upmarket food lovers, with ethics and provenance playing an important part in their lives, these had almost become hygiene factors. Tracking suggested store choice was increasingly likely to be driven by a previously underplayed element of Waitrose’s armoury – taste. Our approach was to combine deliciousness with differentiation, to be mouth-watering in a way only Waitrose could – and draw on a particularly emotive and sociable time of year.