Waitrose Begins Promotion Of Own-Brand Essential Range

Upmarket grocer Waitrose has launched a direct marketing campaign to promote its recently-launched Essentials budget range.
The campaign, created by agency Kitcatt Nohr Alexander Shaw, is aimed at convincing existing Waitrose customers to try its new collection of competitively priced everyday products.
The post and email direct mail pack display products from the Essential Waitrose range with the tagline ‘Why every day can be a Waitrose day’, and offers recipe ideas for every day of the week using at least one item from the new range.
Recipients will also receive money-off vouchers and a letter from Waitrose managing director Mark Price.
Waitrose launched its low-price range in March in an effort to stop recession-hit customers from downgrading to its cheaper rivals.
The low-price range, which Waitrose insists does not compromise on quality, consists of over 1,400 everyday staple goods, including a selection of grocery, bakery, fresh, frozen and non-food lines.