Best of British
Waitrose
Issue 4 | July 2008
Agency
Kitcatt Nohr Alexander Shaw
Creative Team
Ben Golik - Copywriter;Phil Wyatt - Art director
Production Team
Brad Saunders - Designer ;Gerrit Buntrock - Photography and Retouching ;Ben Rogers and Clare Doughty - Production
Other Credits
Amanda Griffiths - Planner;Vonnie Alexander, Chris Woodward, Rachael Smith, Lisa Hines - Account Team
Date
June 2007
Background
Waitrose is renowned for building strong relationships with British food suppliers who provide them with unbeatable seasonal produce. The retailer was keen to highlight its long-standing commitment to, and wide range of, British food. Kitcatt Nohr was tasked with creating an incentivised direct marketing campaign targeting existing and potential customers. The campaign had three main aims: to increase sales in early summer, especially of seasonal British produce; to reinforce Waitrose’s commitment to British sourcing, quality, environment, and producers, whilst making them relevant to customers; and to encourage recipients to sign up for email updates on British produce as it becomes available in branch.
Idea
Food always tastes better when you eat it outdoors. That was the inspiration behind this fold-out pack, mailed at the start of summer. And what better way to highlight Waitrose’s commitment to British produce than to show that an entire picnic spread could be laid out using only foods from their British range? Using a simple format, the 'hamper' opens out into a guide to the perfect British picnic. On one side, a rug is laid out with the best of British produce. Lots of price points and product and provenance details are highlighted, without overwhelming either the reader or the photography. On the other side, 10 spots are tipped as the top places to 'roll out your rug'. Plus, with money off vouchers, the offer of email updates, and a chance to win the perfect hamper, lots of encouragement is given to get recipients to respond and interact.
Results
Full results not yet available, but the pack achieved a positive ROI after just one week.
Target Audience
Existing and potential Waitrose customers
Size
300,000 mailings
Our Thoughts
We liked this. To combine in one poster suggestions for what to eat on your picnic, with ideas of where to have it, and coupons to help you on your way, is a great example of giving customers something genuinely useful. Couldn’t help but think it would have been better if the picnic spots had all been within an hour’s journey of your home - now that would have been handy. Not that there have been many opportunities for picnicking in the UK this wet, wet, wet summer.