Brand Repositioning:
Spinneys & Waitrose

Objective: To take shoppers off auto-pilot and promote wellness purchases.

Strategy: After a new partnership with Waitrose, UAE supermarket chain Spinneys wanted to reposition their brand under a health and well-being halo. As managing director of John Brown in Dubai I lead the new content strategy which focused on widening customers’ perspectives through
the slogan Eat Well, Live Well.

Delivery: We developed a new branding and content approach that concentrated on both the pleasure and health benefits of food without alienating the key value and convenience brand pillars. Imagery was bright and bold for maximum product impact whilst social and video content was serialised to build engagement through expectation and conversation.