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Waitrose launches food-based video channel

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Waitrose is to launch its own online video channel this autumn. Waitrose TV 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 supermarket says it is the first to focus solely on food in its use of video. The channel, designed in conjunction with Red Bee Media, 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.”

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