As I walked down the road to work this morning, I spotted a Waitrose delivery van proclaiming the slogan: “We shop like you shop”. The ‘partner’ featured is also a genuine buyer, as opposed to a model.
I doubt the buyers at Waitrose return home cursing they have forgotten that vital item they went out to get in the first place - as I often do – but it is another example of a retailer trying to promote the way they buy to get you to use them.
It’s more commonly used to promote ethical sourcing, such as this McDonalds commercial
, or as an explanation of how their buying affects you, as in this glamorous presentation of the role of a buyer from retailer TJ Maxx in the US
This is all positive for the profession, although the fact the TK Maxx campaign launched last summer and I have only just noticed it perhaps demonstrates it was lost on me.