Social media goes wrong: ‘I shop at Waitrose because Tesco doesn't stock unicorn food’

By Mike Stones

- Last updated on GMT

Superior unicorn feed was one reason given for shopping at Waitrose
Superior unicorn feed was one reason given for shopping at Waitrose
Waitrose got more than it bargained for when it launched a social media campaign inviting consumers to reply to its tweet: “I shop at Waitrose because …” The response varied from the cutting to the down-right hilarious.

The retailer – evidently regarded by some as the posh place to shop –  put a brave face on its apparently less-than highly successful social media campaign. It tweeted this week: “Thanks for all the genuine and funny #waitrosereasons​ tweets. We always like to hear what you think and enjoyed reading most of them.”

Here's a selection of the best tweets.

Inkognito​: “I shop at Waitrose because Tesco doesn't stock unicorn food.”

Liza: “I like to shop at Waitrose because they have rotisserie swan.”

Katie​: “I also shop at Waitrose because I was once in the Holloway Rd branch and heard a dad say ‘Put the papaya down, Orlando!’"

Katie​: “I shop at Waitrose because it makes me feel important and I absolutely detest being surrounded by poor people.”

Herbkim​: “Because every 100th bag of Waitrose salad comes with a cute frog inside.”

Paul Parry:“I shop at Waitrose because when the economy finally breaks down and dies, those little green tokens will serve as currency.”

Rob Manuel: "I shop at Waitrose because I got a lifetime ban from M&S after doing something obscene to a Percy Pig.”

Alistair Coleman: “I shop at Waitrose because ... 'you say ‘10 items or fewer’ not ’10 items or less’, which is important.”

J Courntenay Grimwood​: “I shop at Waitrose because the smoked unicorn at M&S uses artificial colouring.”

Rys Wynne​: “ASDA Value peacock feed isn't as nice.”

Barnaby Walter:"I shop at Waitrose as Tabitha and Tarquin only eat phoenix eggs that have been collected by wizzards who share their values."

Polly Courtney​: "I shop at Waitrose because Clarissa's pony WILL NOT eat ASDA Value straw."

Majortom: "I shop at Waitrose because if you buy a full tank of helicopter fuel, you get 10% off champagne. It is a recession after all."

David McAndrews​: "I shop at Waitrose because Jocasta simply WON'T eat any other supermarkets' sun-ripened quava."

NeilF@neilfranklin: ​“Self-defined social media 'experts' still don't realise engagement and humour is valid measure of success.”

The Drum​: “Social media campaign finds people shop there for the unicorn food and 24ct gold thread toilet paper.”

The Media Blog​: "Presumably 'backfiring spectacularly' was the main KPI ​[key performance indicator] for the @waitrose#waitrosereasons​ campaign. It's all talkability and buzz, right?”

Meanwhile, a spokesman for Tesco was unable to tell FoodManufacture.co.uk whether or not the retailer planned to stock unicorn food in future. 

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