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.
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
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Community Manager | £26-30K, depending on experience. Dynamic New Alliances Up to 30K + Benefits, Central London
- Retention Manager Ball & Hoolahan £40,000 per annum, London (Central), London (Greater)
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review