RedBee inspires Waitrose to first retailer to launch online video hub

Editor | 25-09-2012

Leading high-end UK food retailer Waitrose is to launch what is claimed to be the first purely food-related online video channel from a UK retailer.

Designed in conjunction with Red Bee Media to “help inspire a nation of cooks, whether watching on their computers, tablets or smartphones,” the new Waitrose TV will offer six channels offering among other things exclusive recipes and receive cooking tips from experts including Delia Smith, Heston Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco. A ‘highlights’ channel includes new videos every week, and there are also channels dedicated to food, drink, health, ethical sourcing and seasonal events such as Christmas, with recipes, how-to guides, ideas and interviews.

Highlight the crucial monetisation element to the venture, Waitrose revealed that its online TV service will offer a ‘buy ingredients’ button giving viewers the option to click though to purchase recipe ingredients or related products online. Customers will also be able to share their favourite videos with their friends and family through Facebook and Twitter.

Commenting on the launch, Courtney Freedman-Thompson, Digital Editor at Waitrose, 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. We’re delighted to be working with Red Bee Media on this exciting new initiative.”

“With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business,” added Andy Bryant, Director, Creative, Red Bee Media. “We’re delighted to be working with Waitrose in helping them to implement their innovative online video ambitions.”