About Waitrose

Waitrose is a premium British supermarket chain with a heritage dating back to 1904. Known for its quality, service, and product standards, the brand combines the convenience of modern retail with the expertise of a specialist food shop. With a strong focus on sustainability, community initiatives, and ethical sourcing, Waitrose continues to position itself as a trusted choice for quality conscious shoppers across the UK.

Situation

Waitrose was looking to explore new ways to reach drivers and on-the-go customers, aiming to strengthen location awareness and drive store visits across its UK network. Ensuring consistent visibility at key decision-making moments within the in-car environment was an important focus for the brand. To achieve this, Waitrose partnered with 4screen to establish a presence directly within native vehicle navigation systems, embedding its store locations seamlessly into the driving experience. 

Solution

What began as testing a new marketing platform grew into an always-on strategy leveraging the full 4screen format suite. The campaign gradually expanded across Waitrose locations nationwide, supported by continuous optimization. Over time, the collaboration was further enriched through additional use cases, including highlighting EV charging points at selected locations and supporting hyperlocal activations around new store openings and re-openings. By embedding service visibility and local relevance directly into the navigation environment, in-car marketing further strengthened its role as a scalable channel for Waitrose. 

Results

The always-on strategy delivered strong year-over-year growth, with reach increasing by 2.2x and total engagements rising by 58% YoY. This performance reflects continuous optimization and the expanding scale of Waitrose’s presence within native vehicle navigation systems. 

Since launching in 2023, the partnership has generated tens of thousands of driver interactions, highlighting consistent engagement at key decision-making moments and reinforcing 4screen as an effective and scalable marketing channel for Waitrose.