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ADVERTISING CAMPAIGNS

Waitrose Easter direct campaign

Agency: Kitcatt Nohr Alexander Shaw

Client: Waitrose

Food retailer, Waitrose is launching a direct marketing campaign to promote shopping at the supermarket this Easter.

Created by integrated agency, Kitcatt Nohr Alexander Shaw, a Waitrose ‘Field Guide to Eggs’ booklet, rather than showing bird eggs, features beautiful illustrations of chocolate eggs in their ‘natural’ habitats – in nests, under cliffs and in long grass.

Some 621,000 ‘Field Guide to Eggs’ are being sent to Waitrose customers in the run-up to Easter, backed by an email sent to customers allowing them to read through a virtual copy of the book.

Assistant Marketing Manager of Direct Marketing at Waitrose, Nikky Gamble, said, “The timing of our communication is significant - Easter is an important time of year for many.

“Our customers will be on the lookout for ideas; ideas for the big celebratory meals, and ideas for entertaining generally.”

She added, “We want our customers to think of Waitrose as experts in food, and specifically in Easter food, as well as being experts in ethical sourcing and provenance.”

AJR
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