Waitrose pushes online grocery service with direct mail

Waitrose has launched a direct mail campaign to encourage customers to continue to use its online grocery channel WaitroseDeliver throughout the summer, even if they are going on holiday.

Waitrose DM campaign
Waitrose DM campaign

The campaign aims to cash in on the increasing number of people holidaying in the UK by reminding customers that they can have shopping delivered to their holiday destination, or order groceries online and arrange to collect it en-route.

It also tells shoppers that they can use WaitroseDeliver to avoid coming home to an empty fridge after their holiday.

Created by Kitcatt Nohr Alexander Shaw, the campaign imagery uses holiday items such as suitcases and buckets and spades, next to Waitrose shopping bags, under the tagline ‘You carry this, we’ll carry that.’

Earlier this month, Waitrose launched a click and collect service to make non-food products from sister company John Lewis available to buy online and pick up at Waitrose stores.

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