Last Mile Solutions, the new e-grocer backed by Waitrose, has hired HHCL's Rainmaker, the creative business consultancy launched earlier this month.
LMS, which is the first account win for Rainmaker, was formed by three former bankers from Goldman Sachs earlier this year. The John Lewis Partnership has invested pounds 35 million in the venture and given the company exclusive rights to use the Waitrose brand, which has a 40 per cent stake in the company. However, the new business will be separate from WaitroseDeliver, the brand's home- delivery service.
Katie Spriggs, the head of marketing at LMS, said the intention of LMS was to complement Waitrose's existing internet shopping and home- delivery offerings. She said: 'We will be a separate online brand that is co-branded with Waitrose.
'The Waitrose heartland is in the south-east of the country, which is where the majority of its stores are. We will be building a nationwide fulfilment service that will be better equipped to deal with servicing the more densely populated, urban areas of the country.'
Crispin Jameson, a managing partner at Rainmaker, said: 'What we are doing for Waitrose and LMS is looking at their whole business plan, not just their marketing plan - we see ourselves right at the heart of that.'
Rainmaker, which won the business after a two-way pitch, will focus on creative business solutions and development strategies as well as on marketing and communications strategies.
The company will call on HHCL and other parts of its Chime parent network for certain services.
Jameson explained: 'We are a creative community of companies where we put the best people on the most appropriate projects - it doesn't matter which company they come from.'
Rainmaker will work with Interbrand Newell & Sorrell, which has been working on the LMS account for several months.