Waitrose launches food video channel

Waitrose supermarkets in UK will launch a new food-related online video channel  this autumn. They are the first retailers to do so.

Offering a whole host of engaging content, Waitrose TV has been designed in conjunction with Red Bee Media, which the company says will inspire cooks, whether watching on their computers, tablets or smartphones.

Waitrose TV features six channels. The ‘highlights’ channel includes new videos every week, and there are also channels dedicated to food, drink, health, ethical sourcing and seasonal events such as Christmas, with recipes, how-to guides, ideas and interviews. Viewers will be able to view exclusive recipes and receive cooking tips from experts including Delia, Heston Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco.

A ‘buy ingredients’ button offers viewers the option to click though to purchase recipe ingredients or related products online. They can also view recipes and watch related videos.

Courtney Freedman-Thompson, Digital Editor at Waitrose, said: “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, Creative, 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 with their friends and family through Facebook and Twitter.

Source: Retail Digital (http://goo.gl/WyJH3)