The initiative aims to build on Waitrose’s campaign starring celebrity chefs Delia Smith and Heston Blumenthal and will feature interactive video content including recipes from Smith and Blumenthal, culinary tips and short films about the provenance of Waitrose food.
Waitrose hopes the digital initiative will broaden the reach of its partnership with Smith and Blumenthal and says the YouTube channel is part of a move towards online brand engagement with its customers.
Paul Hogan, Waitrose manager of direct and local marketing, says: “Our customers are increasingly looking for new ways to engage with our brand. This YouTube channel will play a key role in our marketing strategy – it is the perfect platform to inspire a wider audience with interactive content in relevant and exciting formats.”
Waitrose claims it has seen an “overwhelming response” to recent digital initiatives such as its first digital recipe magazine, Waitrose LIVE, which launched in January 2009.
As well as a Smith and Blumenthal section it also includes recipes organised around meal occasions such as healthy eating, cooking for friends, everyday eating, and weekend cooking.
Visitors can link to more than 5,000 recipes, special offers and to Waitrose online shopping site via the channel.
The channel was created by integrated agency Kitcatt Nohr Alexander Shaw. It launches on Thursday (17 June).