Kitcatt Nohr Digitas

Supermarket Waitrose is launching a campaign to support the launch of the new waitrose.com. The work was created by Kitcatt Nohr Digitas and rolls out this month.

Waitrose asked Kitcatt Nohr Digitas to produce a campaign to launch the new waitrose.com site and drive online grocery sales. The campaign targets lapsed and prospective waitrose.com shoppers.

Kitcatt Nohr Digitas’ campaign, which carries the line “Shop at the new Waitrose.com. Free delivery on every order” aims to demonstrate that the new waitrose.com offers the great service, value and quality that you’d expect from Waitrose.

Campaign activity includes direct mail, press and in-store marketing.

The new waitrose.com has an improved look and feel and is easier to navigate, with a more logical organisation of products and a faster checkout experience. The site has been designed to give customers the same high standard of service for which Waitrose shops are renowned. Customers will be offered a seamless, consistent shopping experience across all Waitrose online channels - click and collect, wine, flowers and gift ordering, HomeDirect and Waitrose Entertaining. As part of the move, the online grocery service formerly known as Waitrose Deliver will be rebranded as Waitrose.com.

The site also offers 6,000 exclusive recipes and the latest content from Delia and Heston.

Waitrose will continue to be the only major online grocery retailer offering all-year-round free delivery for all orders over £50.

Waitrose appointed Kitcatt Nohr Digitas (formerly Kitcatt Nohr) in 2007. The agency was also responsible for creating the first ever Waitrose-branded YouTube channel, which launched in June 2010, and the retailer’s first ever Facebook app, which launched in November 2010.

Peter Burns, Manager, Online Marketing at Waitrose, commenting on the campaign said; “We’re very proud of the new waitrose.com, and we’re excited to announce its launch. Kitcatt Nohr Digitas’ campaign clearly demonstrates that our new site offers customers all the things they already love about Waitrose.”