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Waitrose teams up with McGough in the hope verses will open purses

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Poet hopes displaying work throughout branches of the retailer will show poetry 'can be at home on the supermarket shelf'

Waitrose is to unleash an unlikely weapon in the supermarkets' cut-throat battle for business when it anounces plans to display poetry throughout its stores as part of a year-long campaign which, it says, is aimed at reducing the drudgery of the regular shop.

Initially a selection of lighthearted verses penned by the poet Roger McGough (already employed by the grocer as the voice of its TV ads) will appear in all 317 UK stores, from the fish counter to the fruit and vegetable section, and even on the mirrors of the customer toilets.

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