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Brand Match is, reportedly, working. So my comments may be a bit lame. But personally, I think Waitrose press ads -- shouting about their promise to match prices of other bigger supermarkets -- carry more clout. If anyone other than me still reads newspapers, that is.
Also, I only became 'aware' of JS Brand Match when I got the till receipt and all the rest of the litter (promo offers) which I stuff in my (reusable) bag and forget about until it's too late.
My only 'concern' with Brand Match was whether it covered ALL brands or just a lucky selection of some of the ones I'd bought and were those where JS had decided to invest some marketing effort and could therefore highlight their great price.
I hope that makes sense?!

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