Waitrose to launch ezine for men

Waitrose aims to woo young male customers with a new online version of its customer magazine Seasons. The title will be emailed to 1.3m subscribers of men’s magazines such as Maxim and Men’s Fitness as part of a partnership deal with Dennis Publishing.

The male-targeted title will launch this month following today’s (January 9) launch of an online version of its customer magazine, which will be emailed to over 3m men and women in a drive to attract new customers.

The ezine, called WaitroseLIVE, includes step-by-step recipe videos, a video of managing director Mark Price and a day in the life video of Waitrose’s pig farmer suppliers to demonstrate its animal welfare commitments.

The recipients are combined names from Waitrose own customer database, Dennis magazine subscribers and “other relevant UK consumers” from undisclosed lists the supermarket has purchased.

The move, which the retailer claims is a supermarket-first, comes after it revealed its Christmas trading figures this week as the “strongest ever” with sales almost double those for the same period last year.

The retailer launched a new TV advertising campaign, created by Miles Calcraft Bringshaw Duffy, to emphasise its quality positioning to counter aggressive price cutting promotions by other supermarkets.

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