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Waitrose

Waitrose set for DM campaign to promote MyWaitrose club

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By The Drum Team, Editorial

August 19, 2010 | 2 min read

Supermarket chain Waitrose is beginning a new direct marketing campaign which will invite members of its MyWaitrose online members club to create a new dessert.

The campaign, being created by Kitcatt Nohr Alexander Shaw, will roll out this month and will aim to reveal the new benefits of MyWaitrose, which launched last March, to current members.

The campaign will communicate benefits such as automatic entry into a monthly prize draw to win £250 or Waitrose vouchers, exclusive content, member events and the chance to become involved with product development through its new reader panel.

Dessert ideas can be submitted until 2 September when 10 finalists will be chosen with MyWaitrose members then being asked to vote for their favourite.

The overall winner will see their dessert reach shelves next year, as well as £1,500 worth of shopping.

The mailer will also include a coupon for a free sample of the Seriously From Waitrose dessert range.

Paul Hogan, head of direct and local marketing at Waitrose, explained: “MyWaitrose is the ultimate club for food lovers, and now it has even more benefits for our members to enjoy. We’re looking forward to seeing their ideas for a new Seriously From Waitrose dessert, one of which will ultimately become a new product for us.”

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