Waitrose thanks M&S for boost

Waitrose today said a big thank you to Marks & Spencer for its "high-profile advertising campaign" after the John Lewis-owned supermarket saw soaring sales of its tea bags, penne pasta and sausages, all featured in M&S's price comparison ads.

In a trading update that cast doubt on supermarkets' marketing strategy of flagging up competitors' prices in adverts and in stores, Waitrose said it "should be thanking the M&S marketing department for highlighting both the quality and value of [its] essential Waitrose range".

Demand for the Waitrose tea bags featured in Marks & Spencer's campaign shot up 96% year-on-year, while shoppers bought 40% more of the pasta and sausages pictured in the ads.

Waitrose saw its sales growth soar to its highest since 2006, up by nearly a fifth to £90.5 million. More shoppers turned to booze, with malt whisky sales up 22% and beer up by nearly two thirds.

The John Lewis department stores also traded well, up 13% year-on-year, with the Oxford Street branch seeing a 16% surge in takings. Sales director Nat Wakely said demand for toys was "climbing that hill to Christmas in confidence, with a clear theme of anything animal related".

He added: "Overall, seeing all the buying groups in positive territory should give us great confidence as we enter the last seven weeks to Christmas."