Throughout the years, Waitrose remained closely associated with the high ethical and quality standards established by its founders. However, this became an issue after the 2008 financial crash when it risked becoming associated as a retailer for special occasions, rather than for daily shopping. In response, the company launched its Essential Waitrose range with the tagline "Everyone deserves quality food". Waitrose saw sales lift by 14.6% thanks to the campaign.

Not all taglines work, though. Read about these 15 famous company catchphrases that bit the dust

Waitrose: the story of how it started and why it's become a British high street favourite