Supermarket Waitrose is launching a direct and digital campaign to help customers plan their own South African barbecue (“braai”) this summer.
The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. Waitrose briefed Kitcatt Nohr to create a campaign to engage their customers and give them more reasons to shop at Waitrose this summer. It targets existing Waitrose and Waitrose Deliver shoppers, as well as MyWaitrose members.
The campaign integrates with the above-the-line work created by MCBD, which features Heston Blumenthal cooking his Boerewors burger on a traditional braai in South Africa. Kitcatt Nohr’s campaign comprises a DM piece, a microsite, an online Braai Organiser tool and email communications.
The DM piece carries the line “Enjoy the summer the South African way” on its outer. Inside, Heston tells recipients about the South African tradition of a “bring and braai”: a casual barbecue where attendees each bring a dish or something to cook on the braai. Recipients of the DM piece and email are invited to go online to the Braai Organiser.
The Braai Organiser is an online tool created by Kitcatt Nohr which allows users to plan their own South African braai. The tool generates a URL, linking to an online invitation, which users can send to their friends, containing details of the dishes the host would like their guests to bring along to the feast. The host and invitees can then see all of the guests’ replies, and what they’re planning to bring, on their personal Braai Organiser page. The Braai Organiser also features plenty of food inspiration for Waitrose customers, including Heston’s Boerewors burger recipe, and barbecue masterclass videos from Waitrose Executive Chef, Neil Nugent. T
he tool also highlights some of the current offers available at Waitrose. The campaign encourages recipients to go in store or online with several tempting offers, including save 1/3 on Heston’s burger recipe, 3 for £10 on selected barbecue products and 25% off all wine and Champagne when you any 6 bottles or more. Selected recipients will also receive money off vouchers to use on their shopping this summer.
Paul Hogan, Head of Direct and Local Marketing at Waitrose, commenting on the campaign said; “The South African braai is a great way to enjoy Waitrose food this summer. Kitcatt Nohr’s campaign makes it easy for our customers to plan their own braai, whether they’re football fans or just keen to get outside and have fun with their friends and family.”
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