Waitrose campaign to lift winter blues

Waitrose is hoping to banish its customers’ winter blues with the launch of the ‘campaign for a joyful January’.

The direct mail campaign was created by 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”.

The campaign also highlights the offers available in Waitrose branches this month, including a third off the Fish of the Day from the fresh fish counter, off the Cut of the Day from the fresh meat counter and 3 for 2 on mix and match fresh fruit. There will also be money-off vouchers to drive customers in-store.

Last month, Waitrose used a DM campaign to encourage and reward repeat visits in the run up to Christmas. The ‘Four Festive Shops’ campaign offered double card points or a £30 voucher in January in reward for spending more than £75 on four occasions before Christmas.

Waitrose outperformed its rivals over the Christmas trading period in terms of sales growth, recording sales up 14% in the four weeks to 26 December, compared to last year.

The supermarket saw sales in the three months to 26 December increase 13.6% compared to the same period in the previous year according to the latest grocery sector data from market research company Nielsen.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here