Waitrose creates first Pinterest Pin extension for Summer Food Festival campaign — Retail Technology Innovation Hub
Pinterest has launched Waitrose’s latest campaign on its platform, showcasing its “colourful variety of food choices for this year’s summer dishes”.
Raising awareness of its “high-quality products and range of everyday foods”, the retailer seeks to inspire Pinners to cook tasty meals, using Pinterest’s immersive advertising format for the first time, the extension Pine.
Waitrose‘s campaign includes an interactive lookbook allowing Pinners to choose from one of four different summer food options, including ‘World Eating’ dishes, ‘Made for Sharing’ dishes, ‘Perfect Picnics’ and ‘ Brilliant BBQs”.
They will then be shown a selection of dishes and recipes, including tips and tricks for perfecting each, with a shopping list specifically for that recipe that the user may have to hand in before their next grocery store.
Sarah Hood, Social Marketing Manager at Waitrose, says: “We are delighted to partner with Pinterest to create our first-ever pin extension as part of our Summer Food Festival campaign.
“With people on the platform looking for easy and fresh summer ingredients and dishes, our Waitrose Ideas Book will help them discover fun and exciting recipes and products, perfect for hosting their garden gathering or a sunny picnic in a park.”
Bela Mashru, Grocery Manager at Pinterest UK, says, “People come to Pinterest to discover and be inspired before they plan their next summer get-together.”
“This year, we’ve seen a particular increase in searches related to summer food and drink, as the warmer weather has given people the opportunity to share meals with friends and family.”
“We are delighted to partner with Waitrose to help Pinners prepare for their brilliant picnics and barbecues with a hassle-free summer full of food.”