Waitrose Easter 2008 direct mail case study

Waitrose used a highly targeted direct mail campaign to reaffirm its reputation as one of the supermarkets of choice when customers want something for a special occasion.

Agency Kitcatt Nohr designed a unique mailing pack with an Easter theme. The envelope took the form of an Easter egg hunt and the pack contained a field guide to eggs inviting customers and prospects to choose their own, extra-special egg. Incentives offered included redeemable vouchers and a competition which directed customers to a microsite.

The campaign boosted average order values on the previous Easter by 12% and also won a 2008 DMA award.