Social media network Pinterest has collaborated with Waitrose for the launch of the grocer’s summer campaign on the platform.
Waitrose’s ‘Summer Food Festival’ platform will aim to raise awareness of its ‘high-quality products and everyday food range’ using Pinterest’s ad format, Pin Extension to inspire the network’s users to prepare tasty meals.
The grocer has target Pinterest specifically because of its users’ propensity to purchase new food products, with research suggesting that they are 40% more likely to do so than the average population.
The new interactive campaign will allow ‘Pinners’ to select from a wide range of summer food options – complete with tailored shopping to lists to enable the users recreate the recipe in person.
“We are delighted to partner with Pinterest to create our first-ever Pin Extension as part of our ‘Summer Food Festival’ campaign,” Waitrose social marketing lead, Sarah Hood said.
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“With people on the platform browsing for easy and fresh summer ingredients and dishes, our Waitrose Ideas Book will help them to discover fun and exciting recipes and products, perfect for hosting their back garden gathering or sunny park picnic.”
Pinterest UK head of grocery, Bela Mashru added: “People come to Pinterest to discover and be inspired ahead of hosting their next summer get together.
“This year, we’ve seen a particular spike in searches relating to summer food and drinks as the warmer weather has presented people with the opportunity to share meals with friends and family.
She added: “We’re so excited to partner with Waitrose to help Pinners prepare for their picnics and brilliant BBQs with a summer full of fuss-free food.”
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