We shop like you shop

This is old and humble but I love it. Waitrose was late to the online shopping game, with a skeptical, conservative and discerning foodie user base. They didn’t trust online shopping to get it right - but they did love the partners. So we didn’t talk about online shopping we talked about the people they knew and loved, and used the vans as the media channel. And 15 years on, it’s still on the vans.