Best of British

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.