When you’re a supermarket in a crowded marketplace, it can be hard to stand out. Especially when you’re a luxury brand in a financially unstable market. But Waitrose does an awesome job in using video to really engage with their audience, positioning their supermarket as a go-to despite the financial climate. In this article from the Small Films team, we look at how Waitrose has continued to deliver an excellent video marketing strategy. From their video podcast, Dish, through to SEO recipe videos.
YouTube Video Content
Often YouTube can be a place where content goes to die, but not in Waitrose’s case. This is a hub of excellent content where users can watch the Dish podcast or learn how to make everything from fish finger sandwiches through to Christmas cake. They’ve also created YouTube Shorts (which will be big with the rollout of Google’s SGE), where they go behind the scenes, interviewing farmers and creating quick recipe content.
Why is Waitrose’s YouTube awesome?
- They showcase their video podcast, Dish
- They include SEO video recipes
- They have easy to navigate playlists, i.e. ‘cooking with kids’, ‘pies’ or ‘cakes’
- They’ve created clear thumbnails to support more clicks
- They’ve taken advantage of YouTube shorts for bitesize content
- They’ve created brand-building content, such as interviews with farmers
- They’ve included cookery School content, helping to drive sign-ups
Dish Video Podcast
If you haven’t been listening to Waitrose’s podcast with Angela Hartnett and Nick Grimshaw, then make sure you add it to your Spotify downloads. Having delivered four seasons, this podcast takes listeners through a tasty half-hour of food chat and interviews. But the cleverest part is how every menu uses Waitrose produce being cooked by a Michelin-starred chef. This isn’t just an audible podcast, it’s also filmed, which helps to really bring the ingredients and final dishes to life.
Influencer Video Marketing
Waitrose has gone pretty big on influencer marketing, most recently using I’m a Celebrity Get Me Out of Here champion Sam Thomson in their Valentine’s campaign. Their use of influencers also covers a wide range of dietaries as well, working alongside influencers such as Deliciously Ella to promote plant-based recipes.
Social Media Video Content
Waitrose goes big on video on their social media channels, and they love to keep it authentic too. From show arounds of the stores with team members highlighting the best products on the shelves at the moment, or sharing snapshots of their Dish podcast through to quick recipe content.
Tips for a great social media account like Waitrose
- Keep it authentic with behind-the-scenes content
- Highlight new products to share with followers
- Create viral-worthy delicious-looking recipes
- Direct users to other channels, such as a podcast
- Highlight menus/products for different dietaries such as gluten-free
- Use influencer video content to support reach
Online Cookery School Video Content
Understanding that by making many of their cookery classes virtual, they can broaden their reach, Waitrose has created a series of classes tapping into chef and baker Alex Szrok and The Great British Bake Off’s Ruby Bhogal. Viewers can either watch it live or watch in their own time as on-demand content. Plus, they can easily shop the recipes too.
Even if you’re not a supermarket brand, there are a wealth of ways you can get inspiration from how Waitrose uses video content in their digital marketing campaigns. From brand storytelling to educational content, they’ve really mastered how to engage their audience and drive more sales.
