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Waitrose 'Campaign for a Joyful January'

Agency: Kitcatt Nohr

Client: Waitrose

Food retailer Waitrose is hoping to banish its customers’ winter blues with the launch of 'Campaign for a Joyful January'.

The direct mail campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

The mailing offers recipients ideas for delicious quality food which will lift their spirits in the winter months. It includes advice from Waitrose nutritionist Moira Howie on mood enhancing foods and the importance of eating well at this time of year, as well as tips on ways to brighten the winter gloom.

Recipients of the DM pack are invited to visit the online forum to share their top cheer-up tips and read those submitted by others.

The campaign also highlights some of the great offers available in Waitrose branches this month, including 1/3 off the Fish of the Day from the fresh fish counter, 1/3 off the Cut of the Day from the fresh meat counter and 3 for 2 on mix and match fresh fruit.

The DM pack features images of mood-lifting foods and carries the line 'Campaign for a Joyful January' on its outer. Inside offers and money-off vouchers help to drive customers in-store.

Neil Stead, Marketing Manager, Direct Marketing at Waitrose, commenting on the campaign said, “At this time of year, shoppers are looking for healthy, wholesome food.

"Our direct mail campaign should inspire customers to try some of our delicious, great value fresh produce. And our recipe suggestions will give a boost in the winter months.”

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