Waitrose is launching its first-ever branded YouTube channel on Thursday (17 June).
The site is the first of its kind to feature “such extensive and interactive video content – including recipes, culinary tips and short films about where Waitrose food comes from” said the supermarket chain.
The channel is aimed at broadening the reach of the retailer’s Delia Smith and Heston Blumenthal partnership. And it responds to an increasing move towards online brand engagement from Waitrose customers.
The retailer has seen an overwhelming response to recent digital communications developments, which include the first ever digital recipe magazine, Waitrose LIVE, launched in January 2009.
Hosted at www.youtube.com/waitrose , the channel was created by integrated agency Kitcatt Nohr Alexander Shaw. It features five main areas – a Delia and Heston section plus four other areas offering recipes for different occasions (healthy eating, cooking for friends, everyday eating and weekend cooking). Visitors can also link through to over 5,000 recipes, current special offers and to shop online at Waitrose.com.
Each week the channel will feature the retailer’s Delia and Heston TV spots, with a new recipe from the top food icons, supported by special offers on Waitrose food.
Paul Hogan, manager of direct and local marketing at Waitrose, said: “Our customers are increasingly looking for new ways to engage with our brand. This YouTube channel will play a key role in our marketing strategy – it is the perfect platform to inspire a wider audience with interactive content in relevant and exciting formats.”
Source: Waitrose
