Waitrose’s advert with S Club has been branded “in poor taste” after collaborating with band Noughties to promote caramel cupcakes.
In the video, which unimpressed viewers have dubbed ’embarrassing with a capital C’, original band members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara and Rachel Stevens performed a choreographed dance number in the hallway.
They ran around the store in north London while singing a reimagined version of You’re My Number One to promote Waitrose’s dulce de leche and caramel cupcakes.
But shoppers were embarrassed by the cheesy figure, with many noting that it did not match the luxury supermarket’s usual branding.
They wrote on social media that it looked “more Asda than Waitrose”. How tacky.’
Shoppers were left embarrassed after Waitrose collaborated with S Club to promote a range of caramel cupcakes.
In the video, which unimpressed viewers have dubbed ’embarrassing with a capital C’, original band members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara and Rachel Stevens performed a choreographed dance number.
Others said: ‘The Waitrose S Club advert is… well, as the young people would say, shocking’;
‘S club advertising for Waitrose is not my number one’; ‘More cheese than you sell in the fridge’;
‘Anything that catches the eye and sticks in the mind… I’m just not sure about this. Time will tell. Waitrose and S Club is not a union I would have put together. Waiting for Sainsbury’s and Steps.
‘What a strange combination hahaha’; ‘This is shameful with a capital C.’
And one simply wrote: “Shambles.”
However, band member Jo called the collaboration between British band British Brand a “natural partnership” and gushed about how special it was to have DJ Jax Jones remix the song.
The campaign video begins with Rachel entering Waitrose and joining the rest of her bandmates singing and dancing to You’re My Number One, while Bradley eats a caramel cupcake.
Shoppers were embarrassed by the cutesy number, with many noting that it did not match the luxury supermarket’s usual branding.
S Club have teamed up with DJ Jax Jones to remix their iconic track You’re My Number One as they hit the shopping aisles for a luxury Waitrose campaign launched on Wednesday.
The 90s band star in an advert for the relaunch of Waitrose’s No.1 range alongside employees as they sample the delicacies.
The band then sits down to a delicious feast of tomato-vodka pasta sauce, served over fresh rigatoni pasta and topped with parmesan.
Also included in the feast is sourdough topped with smoked salmon, pickled red onions and a lemon wedge, as well as tomatoes, cream cheese, basil and black pepper.
Later, Jon cheekily grabs a cup of salted caramel croissant while his bandmates push him around in a shopping cart.
In the scene that follows, Tina poses for the paparazzi while holding a Waitrose bag and enjoying a fine chocolate and ginger biscuit.
The band then leave the store carrying Waitrose bags full of goodies.
Taking to Instagram to share the news on Wednesday, Waitrose wrote: “To celebrate our number one range, @sclub have joined forces with none other than @jaxjones to remix their iconic bop.”
S Club responded: ‘Hi @waitrose… you’re our number one!! We had so much fun doing this with you and @jaxjones!!’
“I had a lot of fun taking it all with you,” the store responded.
S Club 7 was formed in 1998 and the band had a string of major hits between 1999 and 2003 (pictured in 2001)
Original band members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara and Rachel Stevens ran around the workshop in north London after hours of work while belting out their reinvented bop.
Taking to Instagram to share the news on Wednesday, Waitrose wrote: “To celebrate our No.1 range, @sclub have joined forces with none other than @jaxjones to remix their iconic bop.”
S Club responded: ‘Hi @waitrose… you’re our number one!! We had so much fun doing this with you and @jaxjones!!’
The campaign video begins with Rachel entering Waitrose and joining the rest of her bandmates singing and dancing to You’re My Number One, while Bradley eats a caramel cupcake.
The band then sits down to a delicious feast of tomato-vodka pasta sauce, served over fresh rigatoni pasta and topped with parmesan.
S Club star Jo O’Meara said: “We had the best time working on this campaign with Waitrose.
‘We all shop there and it’s such a classic British brand, so it seemed like a natural partnership from the start.
“You’re My Number One is a song from the first album we released in the late ’90s, so to have Jax create this remix all these years later is very special.”
“We really wanted Reach (for the stars) with S Club, to recreate the iconic 90s hit You’re My Number One and it turns out they love Waitrose as much as we do, so it was a real pleasure to redo the whole thing.” with them,” added Nathan Ansell, Waitrose customer director.
“We can’t wait to see what our customers think of the remix.”
Also included in the feast is sourdough topped with smoked salmon, pickled red onions and a lemon wedge, as well as tomatoes, cream cheese, basil and black pepper.
In the scene that follows, Tina poses for the paparazzi while holding a Waitrose bag and enjoying a fine chocolate and ginger biscuit.
S Club star Jo O’Meara said: “We had the best time working on this campaign with Waitrose.”
They had four number one singles, including Don’t Stop Movin’ and Never Had A Dream Come True.
S Club 7 was formed in 1998 and the band had a string of major hits between 1999 and 2003.
They had four number one singles, including Don’t Stop Movin’ and Never Had A Dream Come True.
Band member Paul tragically passed away on April 6, 2023 at the age of 46, just two months after he and the band announced they were going on their reunion tour.
The heartbroken members decided to dedicate the tour to Paul and renamed it The Good Times Tour in homage to Paul’s song Good Times on his third album.
The group has been performing without Hannah Spearritt, who left the group last year following the death of her beloved bandmate Paul Cattermole.
