Waitrose is embracing the summer season with the launch of its #TasteofSummer social media campaign, planned and executed with Manning Gottlieb OMD, which invites people to share their favourite summer foods and drinks on Twitter, Instagram and Facebook.
From now until the end of August, each use of the hashtag will give people the opportunity to win an exclusive food experience at the end of each month. These include an exclusive barbeque event with Heston, pairs of tickets to a ‘Cocktails & Party Bites’ course at the Waitrose Cookery School in London and a specially designed summer party menu, delivered by Waitrose Entertaining.
The activity will feed into the #TasteOfSummer digital hub, celebrating what summer means to Waitrose’s social communities. The supermarket will be using the insights derived from the campaign to optimise content that is then fed back to the community.
Rupert Ellwood, Head of Marketing Communications at Waitrose, says: “We all have special foods we associate with summertime, whether it’s a cold ice cream on a hot day or enjoying a barbecue in the garden with family and friends. We’re hoping to tap into these memories to celebrate the abundance of flavours over the summer months.”
Carrie Mash, Social Media Manager for Waitrose at Manning Gottlieb OMD: “This summer we want to celebrate the diversity of flavours and tastes of what summer really means to our community. Whether it is an Eton mess, BBQ pulled pork or a mojito, we know there is a particular food or drink that signifies summer to each of us and this summer we want to celebrate those tastes. This campaign gives us an opportunity to engage with the Waitrose customers, offering them a platform in which to share their love of summer food and drink and enables us to gain key insights into consumer feelings and preferences. We’re looking forward to seeing what the #TasteOfSummer campaign reveals!”