Waitrose rolls out Christmas cooking 'how-to' videos

Waitrose is launching 'how-to' videos starring brand ambassadors, such as Delia Smith, as it looks to better engage with consumers on social media.

Waitrose: Facebook Christmas cooking content
Waitrose: Facebook Christmas cooking content

The supermarket is rolling out the initiative as an extension of its 'Christmas school of magic' TV campaign.

Smith will show users how to cook their Christmas turkey and decorate cakes, in videos that will appear on YouTube. Meanwhile, weekly live Q&A sessions featuring culinary experts, including Masterchef 2010 winner Dhruv Baker, will be hosted on Facebook.

The first video shows Waitrose cookery-school chef Gordon McDermott advising consumers on preparing for Christmas. The clip will air on Wednesday (30 November) on Facebook. It is also launching a Christmas day planner app.

Waitrose digital communications senior manager Julie Randall said the supermarket's success over the next few weeks 'depends on the way we inspire customers for the big day'.

Digital activity has been created by social-media agency Manning Gottlieb OMD, after it won Waitrose's account in the summer following a competitive pitch process.

Rival supermarket Tesco is also investing heavily in social media and is employing eight qualified chefs to troubleshoot customer's cooking problems on Christmas day.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published