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Waitrose 'Heston's Prize Pudding' social media campaign

Supermarket Waitrose is launching a major social media campaign, including the retailer’s first ever Facebook app and new official Waitrose Facebook fan page.

The work was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. Waitrose asked Kitcatt Nohr to produce a social media campaign to generate brand engagement and drive sales over the festive season.

The agency has created 'Heston’s Prize Pudding', a Facebook app featuring chef Heston Blumenthal, which allows users to claim one of a limited number of virtual 'Heston from Waitrose' Hidden Orange Christmas puddings.

Once a user has claimed a pudding, it is posted on their Facebook wall and the first five of their Facebook friends to click on it can claim one of the virtual slices, one of which contains a 'silver sixpence'.

The winner of the silver sixpence will be sent a voucher in the post for a prize which can be redeemed at their local Waitrose.

Prizes will include mince pies, stolen bites and (for one lucky winner) a year’s worth of Waitrose shopping. The other slices all contain a handy Christmas hint or tip and a money saving voucher for Waitrose Deliver or Waitrose Direct.

The launch of the Facebook app coincides with the launch of Heston Blumenthal’s “Heston from Waitrose” Hidden Orange Christmas pudding in Waitrose stores.

The limited-edition pudding contains a whole candied Moroccan orange in its centre, and is part of a range of 20 “Heston from Waitrose” products.

The Facebook app will initially be seeded amongst a selection of key food bloggers, and will then spread virally through email and via Facebook.

Kitcatt Nohr has also redesigned the new official Waitrose Facebook fan page. Kitcatt Nohr has worked with Waitrose since 2007. The agency was also responsible for creating the first ever Waitrose-branded YouTube channel, which launched in June 2010.

Paul Hogan, Manager, Direct and Local Marketing at Waitrose, commenting on the campaign said; “We are very impressed by Kitcatt Nohr’s response to our brief. They have demonstrated a real understanding of the way in which our customers use social media channels.”

AJR
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