Waitrose Reimagines S Club Classic for No.1 Range

To celebrate the launch of the No.1 range, Waitrose is mixing up some noughties nostalgia by bringing together pop icons S Club and one of the UKs favourite DJs – Jax Jones – to reimagine and remix S Club’s 1999 pop ballad ‘You’re My Number One’. A match made in TikTok heaven.  

And there really ain’t no party like an S Club Party... especially in Waitrose! 

The partnership between S Club and Waitrose was set up by Simon Fuller’s XIX Entertainment, with the new track also getting its own full length music video. Created and produced by Wonderhood Makers, the ambition was to resonate with the brand’s customer base with a campaign that would span generations, tap into trends and create a moment of joy around the launch of the own-brand premium range this October.  

Leveraging social listening and customer insights from Wonderhood’s data and insights team, the campaign aims to appeal to a new generation of food lovers by tapping into the Y2K cultural revival that’s been trending throughout 2024. 

Social insights including TikTok Analytics 2024 revealed that nostalgia is a particular interest of many of those who shop at Waitrose, inspiring the collaboration. The result? A bold initiative that brings the No.1 range to life online with as much flavour and fun as you’d expect from your local Waitrose store. 

Also involved in the campaign is choreographer Nicky Andersen, recruited to make the moves fan-friendly, fun and easy to replicate, and director Matt Timmiss who has created a No.1 world for the music video that will see band members Bradley McIntosh, Jo O’Meara, Jon Lee, Rachel Stevens and Tina Barrett exploring the aisles. Content creators will also be taking on the track themselves, with Christopher Hall and Sarah Lou Merrygold, among others providing their own versions.  

Katie Hunter and Jo Lumb, founders of Wonderhood Makers said, ‘While the deliciousness of the No.1 range naturally takes centre stage, the Waitrose team was also very passionate in letting creativity lead throughout this campaign and being the conduit to allow two (other) British icons to come together to create a moment in culture. This campaign really has been a Dream Come True!’ 

Nathan Ansell, Waitrose customer director said, ‘We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste.  We can’t wait to see what customers think about the new track and we look forward to seeing fans and our Partners trying out the dance routine for themselves!’