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Telegraph teams with Waitrose for media first campaign

Telegraph Media Group (TMG) has partnered with Waitrose to launch a ‘media first’ campaign to promote the launch of a new gardening website from Waitrose.

Having launched yesterday, the partnership sees Waitrose sponsor the The Daily Telegraph’s Saturday Gardening section, including a front page logo and call to action, as well as a bespoke online waitrosegarden.com hub.

Peter Burns, manager of online marketing at Waitrose, said: “Our partnership with The Telegraph provides us with the perfect way to talk to our customers about our new website, waitrosegarden.com. The readers of The Telegraph Gardening section recognise and value Waitrose’s commitment to delivering top quality products and the best advice for our customers. The campaign neatly mixes editorial content with advertising and we've been particularly impressed by the impact of the sponsorship, especially as it’s a first.”

Melanie Danks, TMG, said: “This innovative campaign designed by TMG for Waitrose is yet another media first for The Telegraph. The bespoke aspect of the partnership is something that TMG prides itself on and we feel this particular campaign is a great example of creating a new, multiplatform campaign, specifically for the client, whilst serving the needs and interests of both our readers and our client’s customers.”

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