Waitrose has today launched a direct marketing campaign to promote its recently-launched value range Essential Waitrose.

The campaign, created by agency Kitcatt Nohr Alexander Shaw, targets existing Waitrose customers and carries the tagline ‘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 direct mail campaign also offers money-off vouchers and a letter from managing director Mark Price.

Essential Waitrose covers a selection of everyday grocery, bakery, fresh, frozen, dry ambient and non-food lines. The grocer hasn’t compromised on quality, but has just taken a hit on margins in order to keep customers in its stores despite the recession. The grocer said it will make the margin hit back within a year.