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Waitrose launches TV gardening channel

Waitrose has launched a gardening TV channel that will feature the supermarket’s own secret garden at the Leckford Estate in Hampshire.

GENERAL MERCHANDISE

Waitrose launches TV gardening channel

Waitrose has launched a gardening TV channel that will feature the supermarket’s own secret garden at the Leckford Estate in Hampshire.

The new TV channel, available online at www.waitrose.tv, will feature bespoke content and advice for gardeners including hints and tips from Waitrose brand ambassador Alan Titchmarsh.

Much of the content for Waitrose TV will be filmed in a garden at Longstock nursery, part of the supermarket's 4,000 acre Leckford estate. The garden, which has been created by the Waitrose head gardener and his team,  showcases a series of 'rooms' including a cottage garden, vegetable plot and wildlife area.

Viewers will able to watch videos filmed in the garden and presented by TV gardener, Matt James, which aim to inspire them to recreate the look in their own backyards. A series of 12 short ‘how to videos’ will launch fortnightly from July till October this year.

The launch of the new gardening TV channel and Waitrose garden comes in the same week as Waitrose launches its first television advert to feature Alan Titchmarsh. The advert focuses on the great British seasonal favourite; strawberries and tells the story of the sweeter strawberry. 

Rupert Thomas, marketing director at Waitrose said: "We’ve always known that our customers enjoy gardening. Horticulture is a key area for growth within our business and we have expanded the range of plants and gardening tools in our shops and online.

"Alan's authority and knowledge really comes to the fore through this new channel, which will provide trustworthy advice to seasoned gardeners and horticultural novices alike." 

Titchmarsh added: "I’m really excited to be involved in the launch of Waitrose Gardening TV and the new Waitrose garden. It’s a great opportunity for me to share my gardening knowledge with Waitrose customers. It’s a unique idea for a supermarket to launch its own garden and it really gives me the freedom to show how a garden changes throughout the year with the seasons." 

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