Wooing food lovers with
Waitrose & Partners

Services
Tone of voice guidelines
Campaigns
Packaging
Naming
Comms

Industry
Consumer

We’ve been helping Waitrose find (and roll out) its voice since 2017. As their go-to writing agency, we work closely with their team across a huge range of projects – from strategic campaigns and creative concepts to point of sale, packaging and even naming chocolate fried eggs. We love bringing a touch of joy, surprise and delight to Waitrose communications, capturing their values in words.

Naming products

Every season we help name Waitrose’s range of hero products. This year, Sunny Side Sam is back, with his friends Hip Hop Harri and Take It Slow Boe. We've loved seeing the cheeky fried egg become an online sensation, travelling the world and reaching some bizarre locations.

Seasonal campaigns

From Christmas puddings to summer picnics, we’ve given Waitrose’s seasonal events real standout in store and on pack. We’ve written snappy, playful point of sale and tempting packaging copy for hundreds of products.

In-store signage

We’ve been helping Waitrose to reimagine their stores for the future, looking at everything from practical wayfinding signage to inspirational brand messaging.

“We love working with the Ink team. They’re creative, responsive, thoughtful and share our passion for croissants.”

Alison Hepworth, Partner & Copywriter

Cooks’ Ingredients

How do you refresh an iconic range of packaging? We distilled the play and joy of the Cooks’ Ingredients range into shorter, more customer-friendly packaging. Conveying each product’s unique taste and usage in just a few words was quite a challenge, but we’re delighted with the results.

Scan, Pay, Go

We helped rename and relaunch Waitrose’s self-scan service: scan, pay, go. With clarity front of mind, we made sure the proposition was crystal clear, consistent and effortless to follow.