MyWaitrose was conceived as the 'Anti-Clubcard' - a programme based on personalised service and little thank yous, not bribes and coupons.
This manifesto sits at the heart of the 'pointless' loyalty programme.
As part of developing the look and feel, a series of photographs was commissioned to make the programme as delicious as the brand it is for.
Sitting at the heart of the programme was a desire to help people enjoy 'More of what they love' about Waitrose.
The original myWaitrose launch pack included a customer-facing version of the manifesto. The MW icon was created by drizzling vinegar into olive oil, then tracing the shapes created.
Customers don’t have to ‘earn’ anything as part of the programme. They simply get to share in more value, the more they are willing to share about themselves. After all, the better you know someone, the better you can serve them.
More spreads from the launch communication.
A take-one created for Waitrose stores.
An example of a mailing from the communications programme.
Examples of regular, dynamically personalised emails sent as part of the programme.
The item was added to the cart
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