Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Waitrose rolls out Christmas cooking 'how-to' videos
By Matthew Chapman, marketingmagazine.co.uk, Tuesday, 29 November 2011 08:30AM
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
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.
This article was first published on marketingmagazine.co.uk
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Sales Support Exec (Online Hospitality) Digital Gurus £20000 - £25000 per annum, City of London
- Ad Ops Specialists (Online/ Digital) Digital Gurus £20000 - £35000 per annum, City of London
- Head of Content David Thatcher Recruitment £80-100 + benefits, London or Reading
Highest rated
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
