Waitrose is running its first marketing campaign directly targeting MyWaitrose members this Easter.

Beginning this week, the push will see personalised wine recommendations made via direct mail to members of the expanded Waitrose loyalty scheme.

The material features an image of Heston Blumenthal’s new Earl Grey & Mandarin Hot Cross Buns and has the strapline ‘A little Easter something… especially for you’.

“Since the launch of our MyWaitrose card [last October] we have been learning more about the food and drink our customers love,” said marketing manager Neil Stead.

“This campaign is the first step towards us providing more tailored content and offers to MyWaitrose members based on this learning. The more our members use their card, the more rewarding our communications with them will become.”