Waitrose picnic direct mail case study

In 2008, Waitrose targeted existing and new customers with an emotive mailing designed to overcome what the firm felt was an increasing perception of it as a 'cold and distant' supermarket chain. The aim was to make Waitrose friendlier and more accessible.

The Kitcatt Nohr campaign featured picnic imagery, comparing a 'traditional' picnic with one being held in an unexpected location – indoors. The overall theme was one of warmth and everyone getting together to enjoy delicious food.

Customers were also driven online to find more food tips, locations and the supermarket's online food ordering system.

The result was an overall 80% increase in its average response rate compared with summer 2007. The campaign also won bronze in the Retail and Homeshopping category of the 2008 DMA Awards.