Waitrose promotes Essentials range as share jumps

Waitrose is hoping to convince customers to try its new Essentials budget range via a direct mail campaign launching this month, as latest market share figures for the supermarket show the range has boosted sales.

Waitrose market share grew by 4% in the 12 weeks to May 17 according to TNS Worldpanel grocery market share figures released today. TNS director Peter East says the retailer will view the rise as an “early vindication of their Essentials range strategy’, despite it being slower than the general market.

The post and email direct mail pack is being sent to existing customers, contains money-off vouchers, a letter from Waitrose managing director Mark Price and recipe ideas using the items from the new range.

The Kitcatt Nohr Alexander Shaw creative displays products from the range with the strapline “why every day can be a Waitrose Day.”

The campaign focuses on how the range will still meet shoppers’ “Waitrose quality” expectations but at lower prices.

Waitrose launched its debut lower-price range in March in a bid to stem recession-hit shoppers from moving to rival supermarkets to access cheaper essentials.

The range spans over 1,400 lines across staple grocery goods, including 200 new lines as well as existing Waitrose products.

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