Upmarket grocer Waitrose is to launch Waitrose TV, the first purely food-related online video channel from a retailer, it has been announced.
Designed in conjunction with Red Bee Media, the online offering seeks to inspire viewers to try new recipes and features six channels dedicated to food, drink, health, ethical sourcing and events such as Christmas.
Including recipe ideas, how-to guides and interviews, the video hub will launch later in the Autumn and will contain exclusive recipes and tips from chefs including Delia Smith and Heston Blumenthal, as well The Fabulous Baker Brothers and Sam Stern.
Andy Bryant, Director, Creative, Red Bee Media, explained the importance of the new channel, which is available through the retailer’s website Waitrose.com
“With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business,” he said.
“We’re delighted to be working with Waitrose in helping them to implement their innovative online video ambitions.”
A ‘buy ingredients’ button will also be displayed allowing viewers to click through to purchase ingredients and related products via their computer, tablet or smartphone while allowing them to share favourite videos with friends on Facebook and Twitter.
Last week, the supermarket chain was left red-faced when Twitter users encouraged to post “I shop at Waitrose because…” used the opportunity to mock the retailer’s perceived middle-class following and it is hoped this latest venture will prove a more successful multichannel strategy.
Courtney Freedman-Thompson, Digital Editor at Waitrose, commented: “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.”