Waitrose: The Common Touch

Toffs' supermarket Waitrose has recently sought to grow its presence among more plebian shoppers. Launching a major effort to reach out to the nation's riff-raff, a new store's opened in Croydon, south London. Waitrose marketing professionals strove to get alongside local shoppers' minds; the advertising hoarding above is the result. The store's official opening was carried out by celebrity newsreader, Radio 4's James Naughtie.

Well done Waitrose - at last, you talk my language! Now, about your ridiculous prices ...