The “Four Festive Shops” campaign, created by Kitcatt Nohr Alexander Shaw, targets Waitrose partnership cardholders and existing customers.
It offers double card points or a £30 voucher in January in reward for spending more than £75 on four occasions before Christmas.
The direct mail, email and microsite feature images of Waitrose Christmas food ranges such as Mince pie ice cream and uses the strapline “This Christmas, there’s only one place to be”. It also includes a planner to help shoppers plan their festivities when they visit a Waitrose store.
Neil Stead, marketing manager, direct marketing at Waitrose, says: “We know how busy our customers are and how important it is for them to have quality food to share with family and friends over the festive period. We hope this new campaign will offer our shoppers some inspiration for their Christmas preparation as well as rewarding them for their custom.”
Tesco relaunched its Clubcard earlier this year with a double points promotion, which helped the supermarket increase its market share for the first time in two years according to analysis by TNS Worldpanel.
Waitrose has unveiled a trial to sell its food in Shell forecourt shops following similar partnerships with Welcome Break and Boots as part of a push to break into the convenience sector.
Waitrose managing director, Mark Price has been tipped to replace Marc Bolland as chief executive of Morrisons supermarket chain following his appointment to Marks & Spencer last week.