Waitrose hashtag fail: too clever by half?

My social media credibility – recently boosted by having a tweet ‘favorited’ by a jazz pianist admired by my 16 year old – has taken a bit of a dive as I was unaware of Waitrose’s recent Twitter campaign – #WaitroseReasons – asking people to complete the sentence “I shop at Waitrose because….”. Initial reaction in the press and on Twitter suggested that this was serious hashtag fail. I personally think it’s a brilliant piece of marketing.

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