Waitrose sends out Easter egg guide

LONDON - Waitrose is running a direct campaign to promote Easter shopping at its stores.

The campaign, created by Kitcatt Nohr Alexander Shaw, is targeting the supermarket's existing customers.

The direct mail and email drive centres on a 'Field Guide to Eggs' booklet, containing illustrations of chocolate eggs in their 'natural' habitats, such as nests, under cliffs and in long grass.

More than 620,000 booklets are being sent to Waitrose customers in the run-up to Easter. A digital version will also be sent via email to its online customers.