28th April, 2014
C4 and Waitrose join forces for new Saturday morning TV show
Channel 4, in partnership with Waitrose, has commissioned a brand new live Saturday morning lifestyle and cookery programme, Weekend Kitchen with Waitrose - presented by Lisa Snowdon and Steve Jones – marking his return to weekends on 4.
The 12 x 60 minute series, which launched at 9.00am last Saturday, 26th April, is produced by Spun Gold TV and reflects the style of the quality British supermarket's free weekly newspaper Waitrose Weekend, with content including entertainment, lifestyle, culture and - most importantly - food.
Commissioned by Channel 4's Head of Daytime, David Sayer, the series will feature some of the world's most famous chefs, including Heston Blumenthal, already a Channel 4 luminary, Raymond Blanc, Michel Roux Jnr and Angela Hartnett.
Each week one of them will be cooking up seasonal recipes using selected Waitrose ingredients live on set in a family-style kitchen, while Lisa and Steve chat with celebrity guests.
The innovative, branded content TV format is aimed at encourage viewers to interact with the show online via channel4.com/weekendkitchen and across social media channels including Twitter and Facebook.
The programme will also be supported by Waitrose in-store promotion, direct marketing to myWaitrose customers as well as editorial support from Waitrose publications Waitrose Weekend and magazine Waitrose Kitchen.
Rupert Ellwood, Head of Marketing Communications, Waitrose, commented: "This is a first for Waitrose and we are very excited to be working with Channel 4 to broadcast a weekend show that will offer viewers something new on a Saturday morning. Like our weekly magazine, Waitrose Weekend, we hope the show gives the best advice, ideas and inspiration for making the most of your family time".
"Steve and Lisa are the perfect pairing to present the show's unique combination of celebrity chat, seasonal cooking and tips on how to entertain", said David Sayer, Head of Daytime, Channel 4. "It's a great fit for 4's schedule and will help our viewers make the most of their weekends".
Jonathan Lewis, Head of Digital & Partnership Innovation, Channel 4, said: “This significant and exciting new long form AFP with Waitrose builds upon Channel 4’s strong track record in bringing relevant and entertaining brand funded content to our schedule.
"This partnership with Waitrose is our first major Advertiser funded partnership to be spearheaded by Simon Wells. Simon and his team will continue to work closely with our advertising partners to grow further innovative partnerships through the development of bespoke, high quality and engaging content".
Nick Bullen, Managing Director, Spun Gold, was equally upbeat: "Spun Gold is excited to embark on this new project with Waitrose, extending our relationship with the brand to produce their first ever television programme. We have been working with Waitrose for some time and, together with Channel 4, we have created a show which takes the Waitrose brand into a whole new arena.
"We are confident that Weekend Kitchen with Waitrose will prove to be an innovative and engaging multiplatform production for the viewer and an innovative production partnership for Spun Gold, Waitrose and Channel 4".