Supermarket Waitrose is adding new benefits to its MyWaitrose online members club, and inviting members to create a new dessert, with a direct marketing campaign by integrated agency Kitcatt Nohr Alexander Shaw. The campaign rolls out this month.
Waitrose briefed Kitcatt Nohr to create a campaign to reveal the new benefits of MyWaitrose to its current members.
It targets Waitrose customers who have signed up to MyWaitrose since its launch in March 2009. MyWaitrose members can share their love of food, ideas, tips and inspiration with experts and fellow Waitrose customers.
They can also earn exclusive rewards and experiences. Each MyWaitrose member is now eligible for a new set of core benefits, including automatic entry into a monthly prize draw to win £250 of Waitrose vouchers, exclusive content, member events and the chance to ge
t involved in new product development by joining a new reader panel. Kitcatt Nohr’s direct mail campaign aims to communicate these new benefits to current members and also give them the chance to enter an exclusive MyWaitrose competition.
The competition invites recipients to get creative and submit a recipe for a new chilled summer dessert for the Seriously From Waitrose range. MyWaitrose members have until 2 September to enter their dessert idea.
The Seriously From Waitrose team will then select 10 finalists, and MyWaitrose members will vote for their favourite. The overall winner will see their dessert on the shelves at Waitrose in 2011 and will also receive £1,500 worth of Waitrose shopping.
Kitcatt Nohr’s mailer also includes a coupon for a free sample of the Seriously From Waitrose dessert range: either 2 Chocolate Cheesecakes, 2 Lemon Possets or 2 Pots au Chocolats.
Paul Hogan, Head of Direct and Local Marketing at Waitrose, commenting on the campaign said; “MyWaitrose is the ultimate club for food lovers, and now it has even more benefits for our members to enjoy. We’re looking forward to seeing their ideas for a new Seriously From Waitrose dessert, one of which will ultimately become a new product for us.”