Waitrose to launch online food video hub
Waitrose is to launch a purely food-related online video hub this autumn in what it claims will be a first for a retailer.
Designed in conjunction with Red Bee Media, Waitrose TV will feature six channels offering new videos every week as well as exclusive recipes and cooking tips from celebrity chefs and food experts such as Delia Smith, Heston Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco.
In addition, a ‘buy ingredients’ button will give viewers the option to click though to purchase recipe ingredients or related products online.
Waitrose said there will also be channels dedicated to food, drink, health, ethical sourcing and seasonal events with recipes, how-to guides, ideas and interviews.
Never Miss a Retail Update!Courtney Freedman-Thompson, digital editor at Waitrose, explained: “We know that our customers are increasingly viewing video content online so we wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way. We’ve made it really easy for shoppers to buy ingredients for the recipes they like, so they can cook them at home. We’re delighted to be working with Red Bee Media on this exciting new initiative.”
Andy Bryant, director of creative at Red Bee Media, said: “With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business. We’re delighted to be working with Waitrose in helping them to implement their innovative online video ambitions.”
Customers will also be able to “share” their favourite videos through Facebook and Twitter.
