Supermarket giant Waitrose has launched a new marketing campaign using customer reviews to highlight the quality of its in-store products.

The Top Rated campaign highlights products that have been given a five-star rating from online Waitrose shoppers.

The comments left on the site are then quoted on shelf-edge point of sale (PoS) featuring the five-star ratings.

The campaign, which started last week (Wednesday 21 September) will run until 4 October and Waitrose said a product had to be given at least five reviews of five stars and an average of four stars before being incorporated.

A Waitrose spokesman said: “Customer reviews and ratings are a trusted and well-used form of reassurance and inspiration when considering making a purchase. This is an opportunity to be genuine and transparent about our products.”

The retailer noted that it was constantly looking at product reviews and ratings to ensure it was always improving.

This is the third time Waitrose has run a customer ratings and review campaign since the concept launched in autumn last year.

Earlier this month, Waitrose recalled its 150g Orange and Milk Chocolate Cookies, with a best-before date of 30 March 2017, over concerns that some of the packs may contain hazelnuts.