Direct push for Waitrose own label
Waitrose has launched a direct marketing campaign, aimed at existing customers, to highlight its recently introduced Essential Waitrose range.
The 'affordable' range comprises more than 1,400 everyday products in both food and non-food categories. The direct mail promotion uses the tagline “Why every day can be a Waitrose day”, and features a recipe for every day of the week, using at least one Essential Waitrose product. Money off vouchers give further encouragement for customers to try the range, and are accompanied by a letter from Waitrose managing director Mark Price.
The campaign has been developed by marketing agency Kitcatt Nohr Alexander Shaw.
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