Public consultation for Waitrose

Brief

Waitrose appointed Bell Pottinger North in 2007 as it needed a communications partner that could help develop public consultation strategies for its proposed new stores across the North. The retailer was looking for a consultancy that could deliver strategic campaigns that actively engaged with local communities, generated support and strengthened planning applications.

Approach

As a retailer with one of the best reputations in the country, we have developed a consultation strategy that targets a wide range of stakeholders and clearly communicates the benefits of each new store as well as values of the Waitrose brand.

Working closely with the Waitrose Press Office, we formulate a communications plan for each new store, identify key messages and make direct contact with all business, community and political groups including councillors and MPs. We make direct contact with these stakeholders to help manage the debate, organise briefings when appropriate and ensure they are kept informed throughout the process.

The campaigns include public exhibitions, targeted maildrops, advertising and media relations. We work with architects, planning consultants and highways experts to produce all of the exhibition materials including exhibition stands, leaflets and feedback forms that are concisely and clearly written. 

Following the exhibitions, we analyse community feedback and prepare comprehensive Statements of Community Involvement which reflects the requirement of the local authority and help to strengthen planning applications.

The BPN team also advises on campaigns to help generate additional support for applications post submission. 

Outcome

Since successfully delivering a consultation campaign for Waitrose's Meanwood store in Leeds, we have worked with the retailer on over 40 projects. Our brief has been extended to cover other regions across the UK, including the East Midlands, East Anglia and the South.