Waitrose: Feeling of Christmas jolliness kitchen app

Incentivated

THE TEAM

Jonathan Bass, Craig Jamieson, Nick De Pontes, Matthew Wilkinson, Chloe Kirton, Fiona Hall.

Other contributor:

Zara Picken - Graphic artist.

WHAT IS WONDERFUL ABOUT THIS WORK?

Waitrose wanted a high-tech kitchen tool. This practical, beautiful app was fun and easy to use, while fully integrated with the warm festive identity in store. Over 120,000 downloads in a month; “App of the Week” in both iTunes and Android Marketplace (a first); half a million recipe views.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

We needed something instantly recognisable, with as many useful functions as possible. We had to convey Waitrose's “feeling of Christmas jolliness”, be accessible to a mass audience (via iPhone, iPad and Android) while specifically appealing to the Waitrose audience, and generate desire to find out more about the Waitrose range. QR codes were used across all Christmas campaign media. The main function helped them plan, buy and prepare Christmas food and drink, while an advent calendar highlighted a different app element each day throughout December. This was clearly a Waitrose app, with a gift finder, party planner, canapé calculator, vegetable calculator and turkey timer.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?