Last year, Waitrose launched its No.1 range with S.Club’s No.1 hit, You’re my Number One, creating a cheesy revamp-and-return for TikTok’s fascination with the ‘90s. This year, Wonderhood Studios has added to the schmaltz with a remake of Chesney Hawkes No.1 anthem, The One and Only, by Sigala, whose tracks have racked up nearly 5 billion streams globally.
The idea being drummed into UK minds is that No.1, there can only be Waitrose. Because when it comes to ‘90s hits you can’t get them out of your head.
The social-first campaign that promotes the expansion of the No.1 range, launched with a full-length music video on YouTube, supported by cutdowns and individual assets across TikTok and Meta, including a ‘making of’ video from Sigala.
Nathan Ansell, chief customer officer at Waitrose, stated, “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.”
Katie Hunter & Jo Lumb, Co-Founders of Wonderhood Makers, add: “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.”
The full campaign includes OOH ads and radio.
Credits
Creative Agency: Wonderhood Studios
Executive Creative Directors: Jack Croft
Creative Team: India Penny & Tad Buxton
Head of Strategy: Nick Exford
Strategist: Rob Jennings
Account Director: Tara Lidstone
Account Executive: Pericles Brierley
Producer: Henry Davies
Design Director: Tommy Spitters
Designers: Avi Bamba & Josphine Choy
Motion Designer: Villiam Snirc
Creative Production Studio: Wonderhood Makers
Co-Founders Wonderhood Makers: Jo Lumb & Katie Hunter
Creative: Ella Banks
Senior Account Director: George Alleston
Senior Account Manager: Katie Luton
Data Strategist: Amy Powell
Production Company: Wonderhood Makers
Executive Producer: Jo Lumb
Producer: Sarah Kirkby
Director: Gabriella Kingsley
DOP: Aaran Green
1st AD: Rose Lucas
Art Director: Delphine Fryst
Food Stylist: Matthew Ford
Stylist: Bemi Shaw
Choreographer: Suzette Brissett
Original Track: Chesney Hawkes
DJ & Producer: Sigala
