Ad Funded Programming : Weekend Kitchen with Waitrose
Everyone knows what Waitrose stands for: service, quality, fresh and great tasting food, and fairness to suppliers and farmers. But what the average customer might not be familiar with is Waitrose being a content producer and its own media, which includes ‘Waitrose TV’ and in-store newspaper, ‘Waitrose Weekend’.
The need to get that video content in front of more customers and drive awareness of their newspaper, led Waitrose to develop a large scale TV idea with content at its heart.
The producers – Spun Gold - combined the best of Waitrose’s content, mixed with a dash of C4 magic, a sprinkling of topical guests, a smattering of amazing chefs all held together by the Waitrose and C4 brand flavour and ethos.
The resulting two series of live television presented by Lisa Snowdon, Steve Jones and Dexter, Steve’s dog (who tweets from @stevesDogDexter) aired weekly in a Saturday brunch slot.
This partnership was not just about what happened in the broadcast window - the programme was activated in-store nationwide, via direct marketing to myWaitrose Customers as well as receiving ongoing editorial support from all of Waitrose’s publications, extensive promotional marketing on C4, live trails and online display support on Channel4.com.
To find out more, contact your usual sponsorship rep.