Supermarket Waitrose has revealed plans to launch a food-related online video channel in the autumn. Designed in partnership with Red Bee Media, Waitrose TV features six channels in order to make it easy for users to find content.
A ‘highlights’ channel will include new videos every week, and there will also be channels dedicated to food, drink, health, ethical sourcing and seasonal events such as Christmas, featuring recipes, how-to-guides, ideas and interviews.
Experts including Delia, Heston Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco will share exclusive recipes and cooking tips with viewers, and a ‘buy ingredients’ button offers users the option to click through to purchase ingredients or related products online. Customers will be able to share their favourite videos via Facebook and Twitter.
“We wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way,” commented Courtney Freedman-Thompson, digital editor at Waitrose, “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, creative at Red Bee Media, added: “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.”