Waitrose has launched a new campaign, starring S Club 7.

Developed in collaboration with creative agency Wonderhood Makers, the campaign features the rebranded S Club teaming up with DJ Jax Jones to create a fresh version of the song, accompanied by a new music video.

Described by Waitrose as a “match made in TikTok heaven,” the partnership taps into the social media nostalgia trend to engage a new generation of food lovers via the Y2K cultural revival.

Wonderhood Makers founders, Katie Hunter and Jo Lumb, said: “While the deliciousness of the No.1 range naturally takes centre stage, the Waitrose team was also very passionate in letting creativity lead throughout this campaign and being the conduit to allow two (other) British icons to come together to create a moment in culture”

Waitrose customer director Nathan Ansell added: “We really wanted to Reach (for the stars) with this campaign while also highlighting the very best that Waitrose has to offer in our No.1 range, with exceptional new flavours and the very best in quality and taste.

“We can’t wait to see what customers think about the new track and we look forward to seeing fans and our Partners trying out the dance routine for themselves!”