The supermarket chain is following up its award-winning 2008 Valentine's campaign with a print and online promotion, including press ads and "a glossy cover wrap" on the Metro newspaper on 13 February.
Waitrose's heart-themed campaign, created by Miles Calcraft of Briginshaw Duffy, uses the slogan 'Everything you need for a romantic Valentine's weekend'.
Meanwhile, the charity Dogs Trust has hired Oglivy Group's advertising agency Mather to produce a direct mailing campaign that takes the form of a red envelope marked 'special delovery'.
It contains a Valentine's card with a picture of a dog asking recipients to 'Be my Valentine'.
Phil White, Mather's business director, said: "The objective of the mailing is to elicit a response from our predominantly female audience.
"By using a Valentine's Day-themed mailing, the reader can emotionally connect with the plight of dogs whose love has been lost."
Waitrose makes print the heart of its Valentine's campaign
Retailer Waitrose and welfare charity Dogs Trust have both chosen print to be at the heart of their newly unveiled marketing campaigns for Valentine's Day.
