Waitrose ramps up loyalty card in new challenge to Tesco Waitrose initially launched its card last year, with 1m shoppers signing up. However, the supermarket now plans to launch a marketing drive to grow myWaitrose. Rupert Thomas, marketing director, said: "The benefits members can enjoy every day, combined with personalised offers and experiences, set us apart in the crowded loyalty card market where accumulating points when you spend is the norm." Waitrose will also launch its Christmas advert this weekend. The advert, which features Delia Smith and Heston Blumenthal, is set in a low-cost and stripped-out television studio. The supermarket group says it will donate the money saved by running a budget Christmas advert - estimated to be around £1m - to good causes. Mr Price say he expect a robust Christmas for Waitrose. It is always good. People always trade up," he said. Since the 1960s each Christmas has been better than the one before, even with recession.