Waitrose is launching its own food-based video channel this autumn, as the supermarket chain looks to expand its digital reach.
Dubbed ‘Waitrose TV’, the transactional site will be dedicated to food and will feature top chefs including Delia Smith, Heston Blumenthal, Silvana Franco and The Fabulous Baker Brothers.
Viewers will be able to watch recipes, how-to guides and interviews on six channels that focus on food, drink, health, ethical sourcing and seasonal events alongside a highlights channel.
By clicking a ‘buy ingredients’ button they will also be able to click through to shop online for recipe ingredients or related products.
The channel was designed in conjunction with Red Bee Media, and can be watched from a computer, a tablet or a smartphone. Customers will also be able to share their favourite videos through social media.
Waitrose digital editor Courtney Freedman-Thompson 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.”
Andy Bryant, director, creative at 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.”
