A year after launching its Cook Well recipe boxes, Waitrose is offering what is effectively a decontructed version in store.
Launched last week, Beautifully Simple is a series of recipes designed to inspire customers to cook everyday healthy meals with a small number of fresh ingredients. Ingredients are grouped together on gondola ends along with recipe and ingredients cards close by. Online customers can access these cards online too, with direct links to purchase the ingredients required for each dish adjacent to recipes on Waitrose’s website.
Recipes change on a fortnightly basis, and the ingredients required for each dish are sold with 25% off their marked price.
Beautifully Simple is also the focus of Waitrose’s new brand campaign across print, TV, digital display and out of home, with its first TV advert airing last week. The supermarket is encouraging customers to share photos of their versions of their #beautifullysimple recipes on social media for a chance to win prizes that help make their cooking even simpler, Waitrose confirmed.
The move comes around six months after Waitrose announced an extension of its Cook Well recipe boxes following a successful trial. The retailer added 60 new dishes to this nutritionally-balanced recipe box delivery service - up from its initial choice of 16. A box of two meals for two was priced at £28.
A Waitrose spokeswoman told the Grocer that the Beautifully Simple campaign is “focused on giving people the inspiration and ease to cook simple and delicious dishes.” She added that it is not specifically a health campaign, but more a “focus on fresh ingredients.”
Rupert Ellwood, head of marketing at Waitrose, said: “We’ve seen an increasing trend for people wanting convenience without compromising on quality and that includes scratch cooking. We wanted this campaign to inspire people and make it easy for them to eat delicious food. The no-fuss recipes have been created so that you’re only ever a few straightforward steps away from a tasty home-cooked meal made with the best fresh ingredients.”
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