The campaign was created by Kitcatt Nohr Alexander Shaw. Described as a range of everyday food and groceries at everyday, affordable prices, essential Waitrose will cover a selection of everyday grocery, bakery, fresh, frozen, dry ambient and non-food lines.
The campaign targets existing Waitrose customers. The DM pack's outer, which is illustrated with fresh produce from Waitrose, carries the line 'Why every day can be a Waitrose day'.
Inside the pack, recipients are offered a recipe idea for every day of the week, all using at least one product from the essential Waitrose range. The pack also contains a selection of money-off vouchers to encourage customers to try the new range, and a letter from Waitrose managing director Mark Price.
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