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.