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Waitrose launches Pinterest summer food campaign

Waitrose has launched a ‘look book’ campaign on Pinterest to provide some late summer food inspiration. The ‘Summer Food Festival’ campaign enables consumers to select from one of four summer food options – each of which contains a selection of summer dishes and recipes for them to try out.

The campaign, which makes use of Pinterest’s Pin Extension ad format, is made up of the ‘World Eating’, ‘Made for Sharing’, ‘Perfect Picnics’, and ‘Brilliant BBQs’ food options. The recipes shared within each include tips and tricks on how to perfect the dishes, and feature a shopping list specific to each dish.

“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 browsing for easy and fresh summer ingredients and dishes, our Waitrose Ideas Book will help them to discover fun and exciting recipes and products, perfect for hosting their back garden gathering or sunny park picnic,” said Sarah Hood, Social Marketing Lead at Waitrose.

According to Pinterest, its users are 40% more likely to have purchased new food products in the last 12 months compared to non-users. And it’s seen an increasing number of people visit its platform for food recipe inspiration this summer, with searches for ‘Outdoor Summer BBQ’, ‘BBQ party food’, ‘Picnic inspiration’, and ‘Best picnic food ideas’ all increasing by between five- and 16-times year-on-year.

“People come to Pinterest to discover and be inspired ahead of hosting their next summer get together. This year, we’ve seen a particular spike in searches relating to summer food and drinks as the warmer weather has presented people with the opportunity to share meals with friends and family. We’re so excited to partner with Waitrose to help Pinners prepare for their picnics and brilliant BBQs with a summer full of fuss-free food,” said Bela Mashru, Head of Grocery at Pinterest UK.