Waitrose teams up with Channel 4 on Saturday morning cookery show
Waitrose has joined forces with broadcaster Channel 4 on a new live Saturday morning lifestyle and cookery programme called Weekend Kitchen with Waitrose.
Presented by Lisa Snowdon and Steve Jones, the hour-long programme will make its debut on Saturday 26 April with content reflecting that of the supermarket’s free weekly newspaper Waitrose Weekend. The show will run for 12 episodes
Each week well known chefs such as Heston Blumenthal, Raymond Blanc, Michel Roux Jnr and Angela Hartnett will cook up recipes live on set using selected Waitrose ingredients while Snowdon and Jones chat with celebrity guests.
Developed by Waitrose and Spun Gold TV and commissioned by Channel 4’s head of daytime David Sayer, the programme will be supported by Waitrose in-store promotion, direct marketing to My Waitrose customers as well as editorial support from Waitrose publications Waitrose Weekend and Waitrose Kitchen.
Rupert Ellwood, head of marketing communications at Waitrose, said: “This is a first for Waitrose and we are very excited to be working with Channel 4 to broadcast a weekend show that will offer viewers something new on a Saturday morning. Like our weekly magazine, Waitrose Weekend, we hope the show gives the best advice, ideas and inspiration for making the most of your family time.”
Jonathan Lewis, Channel 4’s head of digital and partnership innovation, added: “This significant and exciting new long form AFP with Waitrose builds upon Channel 4’s strong track record in bringing relevant and entertaining brand funded content to our schedule.”
