Kitcatt Nohr Digitas

Kitcatt Nohr Digitas is launching a campaign for Waitrose, promoting the launch of the newly refurbished Canary Wharf shop: Waitrose Food, Fashion and Home. The campaign rolls out this month.

Waitrose briefed Kitcatt Nohr Digitas to create a campaign to launch their new shop in Canary Wharf. The campaign targets time-pressured city workers who shop during the week, as well as weekend visitors who want a relaxed browsing experience without the overcrowding of some other shopping centres.

The new shop offers a carefully curated selection of products and services suited to youthful metropolitans with an eye for quality. It has three floors, with one dedicated to food, one to home wares and one to fashion and beauty.

Kitcatt Nohr Digitas’s creative idea for the campaign is: “You’ll be surprised at what you’ll find.” The work uses iconic imagery of home wares, fashion and food items combined in unexpected ways. For instance, berry-toned OPI nail polishes nestled in amongst fresh raspberries, blueberries and blackberries. All original photography is by Nato Welton.

A DM pack carries the line “Your new Waitrose Canary Wharf is now open”. Inside, the copy highlights some of the surprising things customers can find at the new store. Recipients are encouraged to visit the shop with a voucher for £5 off their shopping.

Other campaign activity includes in-store, outdoor and email.

Alia Ahmad, Local Marketing Manager at Waitrose, commenting on the campaign said; “Our new look Canary Wharf shop gives our customers much more that they might expect. This campaign illustrates beautifully how we've bought together carefully selected home, fashion and beauty products as well the delicious, quality food that customers know us for.”