Waitrose cranks up social media promotion with Heston's Prize Pudding

After deliberat

ely taking a “late-adopter” approach to this new-fangled thing called social media, grocer to the middle-classes Waitrose clearly reckons it won’t frighten off its customers by moving up a gear or two in this area.

The John Lewis subsidiary is running its first major social media campaign for Christmas, featuring celebrity chef Heston Blumenthal, who along with Delia Smith, has spearheaded Waitrose’s autumn advertising activity, to considerable success by all accounts.

The supermarket is setting up a Facebook page and app called Heston’s Prize Pudding, which will run a competition for discounts and Christmas-related gifts.

Created by top integrated agency Kitcatt Nohr Alexander Shaw, the campaign aims to attract plenty of customers and their friends to participate in the competition and it will also include activity with food bloggers to promote the page and the app.

It's only in the last six months that Waitrose has set up a YouTube channel and launched its iPhone app and mobile website, so it is clear that the supermarket has suddenly decided it needs to build a social media brand quickly or be elbowed out of this area by its rivals.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.