Waitrose blends food and pop culture in new campaign

Waitrose is bringing a dose of nostalgia and pop culture flair to the launch of its expanded number one range with a campaign created by Wonderhood Makers. The supermarket has teamed up with British pop icon Chesney Hawkes and DJ-producer Sigala to reimagine Hawkes’ 1991 hit The One and Only for 2025, blending classic pop with contemporary energy.

The remix, unveiled alongside a music video released during the campaign, continues Waitrose’s playful approach to celebrating its premium own-brand range. It follows last year’s collaboration with S Club and Jax Jones, who remixed You’re My Number One to mark the range’s relaunch.

Nathan Ansell, Chief Customer Officer, Waitrose: "Our range is the one and only premium range out there for food lovers and it's great that Chesney agrees with us. After the successful remix of S Club's You're My No.1 last year, there was nobody we'd rather work with for the expansion of our Waitrose No.1 range than pop icon Chesney Hawkes. We hope our customers enjoy this fun twist on his renowned anthem, The One and Only."

Directed by Gabriella Kingsley and produced by Wonderhood Makers, the campaign’s hero film plays out as a high-gloss music video. It opens with Chesney Hawkes performing under a spotlight in a hyper-real Waitrose aisle, joined by cameo appearances from TikTok-favourite Waitrose Partners from Southampton, Saffron Walden and Maidenhead.

The performance transitions to a lavish No.1 banquet scene where multiple versions of Chesney sample dishes from the range, all set to Sigala’s remix. The film captures the range’s premium aesthetic while keeping a light-hearted and playful tone.

Chesney Hawkes: "I’m delighted to have teamed up with Waitrose and their amazing creative teams to work on such a fun and innovative campaign. I’m equally thrilled to have collaborated on the song with Sigala and hear this fantastic, fresh, and energetic take on something I’ve been so close to for so many years."

The campaign launches with the full-length music video on YouTube, supported by TikTok and Meta assets including shorter clips and behind-the-scenes content from Sigala. Out-of-home and radio ads developed by Wonderhood Studios extend the message, with the line: Every supermarket has a premium range. But there’s only one No.1 by Waitrose.

Katie Hunter and Jo Lumb, Co-Founders, Wonderhood Makers: "We’re thrilled to be back with another edition of this campaign, and having created such an iconic track. After last year’s success, it was only right that we continued to champion the No.1 range with two more cultural icons, and it’s been a joy working with the team on making it happen."

By fusing nostalgic music with a modern remix and digital-first storytelling, Waitrose strengthens its positioning as the home of food lovers while giving its premium range a distinct cultural identity.

www.waitrose.com

Follow Marketing Report on LinkedIn