Channel 4, in partnership with Waitrose, has commissioned a new live Saturday morning lifestyle and cookery programme, entitled Weekend Kitchen with Waitrose.
Launching on Saturday 26 April, the 12-episode series, presented by Lisa Snowden and Steve Jones, will feature branded content and reflect the style of Waitrose’s free weekly newspaper, Waitrose Weekend.
The show, which runs for 60 minutes, is produced by Spun Gold TV and will feature a host of celebrity chefs, including Heston Blumenthal and Raymond Blanc, who will cook recipes using Waitrose ingredients.
Rupert Ellwood, head of marketing communications at Waitrose, commented: “This is a first for Waitrose and we are very excited to be working with Channel 4 to broadcast a weekend show that will offer viewers something new on a Saturday morning. Like our weekly magazine, Waitrose Weekend, we hope the show gives the best advice, ideas and inspiration for making the most of your family time.”
Viewers will be encouraged to interact with the show via a Channel 4 microsite and on social media platforms. In addition, the programme will be supported by in-store promotions at Waitrose, direct marketing to myWaitrose members as well as editorial support via Waitrose publications.
In February this year, the supermarket chain announced it was set to air a series of online talk shows hosted by Michael Parkinson.