How I turned routine shopping into the ultimate treat

I crafted a new loyalty campaign for MyWaitrose customers, that turned a business problem into a delightful experience. Here’s how.

Role: Lead creative

The Problem

Waitrose is loved for its great quality food. That’s what pulls shoppers in. But their loyalty didn’t often extend beyond that, and they went elsewhere for pantry essentials.

My challenge was to make Waitrose the destination for the full shop not just the favourites.

The Solution

I used what they loved most to get them to buy things they valued least.

By inviting them to a monthly subscription of cupboard essentials – that built up to the most special treat at the end of the year.

A free Waitrose Christmas

In store comms

With a juxtaposition of the mundane and the magical, the in-store and online campaign enticed 6 million+ MyWaitrose customers.

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The experience was gamified to keep them going. They unlocked a new Christmas treat every time they completed a subscription order.

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And, they could track their progress online and see their Christmas table virtually build up. Because, who doesn’t love counting down to Christmas?

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It also took the hassle out of buying items you often get on auto-pilot – with a clean, smart subscription process. Win-win.

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Result

It won a nation-wide pitch and brought the Waitrose account to the agency.