Supermarket Waitrose is launching a campaign inviting customers to celebrate with Waitrose food this Easter. The work was created by Kitcatt Nohr Digitas and rolls out this month.
Waitrose asked Kitcatt Nohr Digitas to produce a direct mail campaign to drive sales this Easter. The campaign targets existing Waitrose shoppers, who are looking forward to the opportunities for celebration with friends and family offered by Easter, the Royal Wedding and the May Bank Holiday.
Kitcatt Nohr Digitas has created a campaign around the theme of celebration. The outer of the self-mailer is in the style of a blue-chequered tablecloth and features a plate decorated with colourful Easter-related icons (bunnies, flowers and eggs) as well as Union Jack bunting. It carries the line “Waitrose Extraordinary Easter 2011”.
Inside the self-mailer is an image of a long table, covered with delicious Waitrose food and drink, Union Jack flags and Easter decorations. The pack offers various ideas for ways to celebrate this Easter, including a toast to Will and Kate with a glass of Duval-Leroy Premier Cru Champagne, which will be half-price at Waitrose until 4th May 2011.
The campaign includes money-off vouchers for all recipients, so that they can treat themselves, their friends and family to the best Waitrose food and drink this Easter.
Neil Stead - Marketing Manager, Direct Marketing at Waitrose, commenting on the campaign said; “Easter might have been a long time coming, but when it does finally arrive, the combination of Bank Holidays and the Royal Wedding offers a unique opportunity for our customers to celebrate. We want to help make sure their break is truly special, with tempting offers on lamb and chicken, Easter eggs, cakes, nibbles and canapés, as well as inspiring recipes for them to try.”