Waitrose is launching a new foodie-focused YouTube series that aims to push its latest ‘Home of Food Lovers’ brand identity.
Food Lovers Uncut is a new long-form content series, hosted by food influencer Will Hughes – better known as What Willy Cook. New episodes in which Hughes visits the kitchens of different celebrities will be uploaded each month.
The first guest star is Sex Education and SAS Rogue Heroes star Connor Swindells.
“I’m a big old food lover, as are most of the people I’m fond of. So this is a brilliant chance for me to meet new people – who happen to be really famous – and talk to them about their love of great eating,” said Hughes.
“We all love a bite, and nothing brings us together like food. I think it’s a fantastic premise for an entertaining show, and hopefully it will give audiences a better look into the lives and cupboards of their favourite people off the telly and the like.”
The deep dive content will also be supported by shorter clips across social media.
Waitrose social marketing lead Sarah Hood said: “We know our audience loves getting a glimpse behind the scenes, and Food Lovers Uncut is our way of inviting them right into the most personal room in a home: the kitchen. This series is all about authentic stories and the real passions of famous food lovers. It’s the perfect deep-dive entertainment for anyone who, like us, is obsessed with food and the real lives around it.”
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