Waitrose launches new Garden Power campaign

Waitrose encourages customers to build hedgehog highways as part of new garden campaign

LONDON, 2016-Apr-07 — /EPR Retail News/ — This week sees Waitrose launch its new Garden Power campaign, to encourage customers to make their gardens wildlife friendly this Summer and to help reverse the decline of our much-loved garden creatures.

Waitrose has found that over three quarters of people are worried about the decline in the numbers of species found in their gardens*, and that the main reason stopping people from doing more to help protect wildlife is simply not knowing what to do. Therefore, over the next six months, Waitrose will be equipping customers with tips, advice and recommendations to help create a wild hive of activity in Britain’s gardens.

The Waitrose Garden Power campaign will launch through its publication, Waitrose Weekend, on 7 April, with the help of the nation’s favourite gardener Alan Titchmarsh.

Whilst many people are aware of the importance of protecting birds and butterflies, Waitrose has found that hedgehogs are creeping up the list, making them now the second most concerned about garden species after birds.

Britain has lost a third of these small mammals over the past decade, with Waitrose finding that three quarters of 18-24 year olds have never seen a hedgehog in their garden. This plight is largely due to keeping gardens private by fortifying them with fences and concrete, preventing hedgehogs from roaming – an activity which is necessary for their survival.

That is why through Garden Power, Waitrose is encouraging customers to create a ‘hedgehog highway’, to allow our favourite prickly friends to wander through our gardens during the night. Customers can look out for a ‘hedgehog highway template’ in Waitrose Weekend later this month, to help them create a ground-level hole in their garden fence for hedgehogs to crawl through.

As well as welcoming back the hedgehog, over the six month campaign customers will also discover plenty of other ways in which they can create a wildlife friendly garden, including creating a thriving mini pond and understanding the importance of attracting pollinators.

Alan Titchmarsh says: ‘Wildlife in the garden is just as important as the plants themselves, and that’s why I’m proud to be a part Waitrose’s Garden Power campaign. Whether you have a sunny windowsill or a patch of greenery, you can play a vital part in enriching Britain’s gardens and welcoming back the creatures that we have started to miss.’

Ollie Rice, Editor in Chief Waitrose Publications, says: ‘We know that gardening is the second most popular pastime for our customers after cooking, so this campaign presents an opportunity for our customers to get behind a hobby that they love, whilst also helping to make a difference to Britain’s wildlife.’

Customers can get involved by sharing photos of their green efforts on social media, using the hashtag #gardenpower, to be in with a chance of winning one of a selection of prizes.

Notes to editors

*A survey was carried out for Waitrose Weekend by OnePoll, with 1000 respondents.

Waitrose – winner of the Best Supermarket1 and Best Food and Grocery Retailer2 awards- currently has 346 shops in England, Scotland, Wales and the Channel Islands, including 60 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop – dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service.  Waitrose also exports its products to 58 countries worldwide and has seven shops which operate under licence in the Middle East. Waitrose’s omnichannel business includes the online grocery service Waitrose.com, as well as specialsit online shops including waitrosecellar.com for wine and waitrosekitchen.com for cookware, utensils and kithchen gadgets.

¹ Which? Customer Survey
² Verdict Customer Satisfaction Awards

Enquiries

For further information please contact:
Elli Share
Press Officer, Corporate, Waitrose
Telephone: 01344 825845
Email: elli.share@waitrose.co.uk

Waitrose launches its first ever customer magazine dedicated entirely to gardening

LONDON, 2016-Mar-22 — /EPR Retail News/ — Waitrose aims to build on its growing share of the horticultural market by launching its first ever customer magazine dedicated entirely to gardening.

The 132 page magazine, called Waitrose Garden, is the first issue in a seasonal series, with issue two following later this year. The magazine will be available for free to all myWaitrose members.

Waitrose Garden has been designed to be both inspirational and practical. The main section of the magazine, on glossy paper, features five very different yet equally magnificent gardens. Each of these gardens is accompanied by a shopping spread for customers to recreate the look themselves, with recommendations from the Waitrose specialist online gardening shop, waitrosegarden.com.

The glossy section also includes a comprehensive guide for the avid garden explorer, featuring advice and recommendations from popular writers, editors and presenters. The new Spring issue sees Simon Calder explore the Essex countryside, Julia Bradbury invite readers on a walk through Epping Forest and Waitrose Good Food Guide Editor, Liz Carter, recommend the finest local South East eateries.

The second part of Waitrose Garden, in the centre of the magazine, is a smaller 24 page pull-out edited by the nation’s favourite gardener, Alan Titchmarsh. Alan’s Garden Know-How is the perfect practical guide for any green-fingered Waitrose customer, packed full of expert tips, advice and step-by-step projects to try at home.

Alan Titchmarsh says: ‘I’m thrilled to be a part of the new Waitrose Garden magazine and I can’t wait to share my gardening tips and tricks with Waitrose customers in my Garden Know-How section.’

Waitrose is now a market-leader in producing editorial content for customers across all channels. As well as the new gardening title, Waitrose also produces Waitrose Weekend, a free newspaper with a weekly circulation of nearly 400,000 readers; Waitrose Food, the supermarket’s popular monthly food magazine; and Waitrose TV, the brand’s online television portal, which has proved a powerful way of talking directly to customers in the digital age.

Rupert Thomas, Waitrose Marketing Director, says: ‘We know that gardening is the second most popular pastime for our customers after cooking, so this represents a real opportunity for our brand. Waitrose Garden is full of varied and captivating content, so whether the reader is new to gardening or a long-term enthusiast, we hope that it is a magazine they will enjoy.’

Waitrose has seen a 13% growth in outdoor plants in the past year, with perennials up 40%. Bedding plants, up 24%, have also driven growth in this area, with Geraniums being the top choice for Waitrose customers.

Notes to editors

  • The magazine is free to all myWaitrose members on presentation and scanning of their myWaitrose card, with a cover price of £1.20.
  • The magazine will be available in core branches, Little Waitrose shops and John Lewis Foodhalls (total of 329 branches), but will not be available in Welcome Break, Little Waitrose at Shell and Channel Island shops.
  • Waitrose Garden will continue to be displayed in these branches until it runs out, so we advise customers to pick up a copy whilst they can.

Waitrose – winner of the Best Supermarket1 and Best Food and Grocery Retailer2 awards- currently has 346 shops in England, Scotland, Wales and the Channel Islands, including 60 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop – dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service.  Waitrose also exports its products to 58 countries worldwide and has seven shops which operate under licence in the Middle East. Waitrose’s omnichannel business includes the online grocery service Waitrose.com, as well as specialsit online shops including waitrosecellar.com for wine and waitrosekitchen.com for cookware, utensils and kithchen gadgets.

¹ Which? Customer Survey
² Verdict Customer Satisfaction Awards

Source: John Lewis Partnership

Contact:

Elli Share
Press Officer, Corporate
Telephone: 01344 825845
Email: elli.share@waitrose.co.uk