John Lewis Partnership grocery chain Waitrose is continuing to beef up its loyalty club ahead of a major relaunch later this year by testing a new scheme that offers additional benefits to members every time they spend £50, £100 and £250.
The pilot is set to start this week but will only be available in 18 select stores. It will see My Waitrose members will receive “Little Treat” money-off vouchers, redeemable against certain products every month.
The programme is designed to reset monthly, allowing customers to receive multiple rewards over the year.
The move is part of the retailer’s strategy to continue building the club’s active membership base; last year membership went up by 7% to reach 4.6 million.
Earlier this year, the retailer raided Sainsbury’s to bring in its first ever head of loyalty. Alex Lovell had been at Sainsbury’s for nearly 12 years, during which time she had been head of brand growth, head of loyalty and most recently customer director of its Smart Charge EV business.
Waitrose chief customer officer Nathan Ansell said: “We’re continually investing in and evolving our My Waitrose loyalty club for the benefit of our members. ‘Little Treats’ is a way to regularly remind our growing number of loyal customers just how much we value them
“It could be something delicious, something useful or something that makes them smile. Over the course of a year they could receive many treats, and I hope each one reminds them that being a My Waitrose member means they’re part of a special club of food lovers.”
The pilot coincides with the launch of an outdoor and print campaign to promote Waitrose’s Better Chicken Commitment pledge for its own-brand chicken, which it achieved ahead of the 2026 industry deadline.
The activity (pictured), created by Wonderhood Studios, highlights that Waitrose is the “only supermarket where all our chicken checks out against the Better Chicken Commitment or higher”.
The campaign runs across out-of-home and print advertising, listing all of the own-brand products covered by the commitment.
It will feature custom-built poster sites in Shoreditch and Clapham, executed by Grand Visual, and designed to physically exaggerate the long list of chicken products that meet the new welfare standards.
Posters spill out of the bottom of the billboard sites and onto the pavement to emphasise the large number of products included.
Media planning and buying have been handled by MG OMD.
Wonderhood Studios executive creative director Jack Croft said: “It’s been an absolute pleasure to turn such an important commitment from Waitrose into such a silly and entertaining idea.”
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