Waitrose has changed the focus of its press campaign, moving away from price and concentrating on quality. The new policy comes in the same week that Asda and Tesco stepped up the supermarket price war. Waitrose marketing director Mark Price said the time was right to switch: "We have been running our Price Commit-ment campaign for a year. We have got to the point where our customers understand that we charge competitive prices for a basket of goods." Price said they would now focus on the provenance of food sold by Waitrose. "We are talking about products where we know we have made a real difference in terms of quality, environment or welfare." The campaign kicks off with a look at select farm milk, followed by meat and eggs, examining where food is sourced and what makes it better than its competitors'. {{NEWS }}