The past few weeks have been all about the battle for the best Christmas advert, but it’s not just about creating the perfect standalone TV ad.

The past few weeks have been all about the battle for the best Christmas advert, but it’s not just about creating the perfect standalone TV ad.

The Waitrose School of Christmas Magic - TV Advert with Delia Smith and Heston Blumenthal

Waitrose has designed a Christmas campaign for TV that is backed up by an impressive push on social media. The grocer has launched a ‘School of Christmas Magic’ Facebook, YouTube and Twitter campaign, to complement its TV advert.

Waitrose’s Christmas Facebook page features how-to videos from the TV chefs. Each video then links back to the transactional site allowing customers to purchase the items featured.

Waitrose_Christmas_Facebook

The page also features a Christmas Day planner that provides recipes, ingredient lists and printable shopping lists that the customer can take into stores or use to order online.

By moving its Christmas advertising to other channels, Waitrose is tapping into the already established community of people looking for advice and raising its profile as a destination for inspiration, in turn driving traffic and sales to its own site.