The campaign is devised to engage the supermarket’s customers and give them more reasons to shop at Waitrose during the World Cup season. The campaign targets existing Waitrose and Waitrose Deliver shoppers, as well as members of the My Waitrose online community and was created by integrated agency Kitcatt Nohr Alexander Shaw.
The direct mail piece carries the line “Enjoy the summer the South African way” and inside chef Heston Bluementhal tells recipients about the South African tradition of a “bring and braai”, a casual barbecue where attendees each bring a dish or something to cook on the braai.
The campaign integrates with a new TV ad that features Blumenthal cooking his Boerewors burger on a traditional barbecue or “braai” in South Africa.
There is a “Braai Organiser” at www.waitrose.com/braaiorganiser that generates a URL, linking to an online invitation, which users can send to their friends, containing details of the dishes the host would like their guests to bring to the barbecue.
The organiser also features recipes and barbecue masterclass videos from Waitrose executive chef Neil Nugent.
The campaign encourages recipients to go in store or online with several offers, including 3 for £10 on selected barbecue products. Selected recipients will also receive money off vouchers to use on their shopping this summer.
Waitrose has just promoted director of marketing Rupert Thomas to the board level role of marketing director.