Waitrose is ramping up its spend on social media in the run up to Christmas.

The grocer is using its social media channels – Facebook, Twitter and YouTube – to further its School of Christmas Magic concept which has featured in its television adverts starring Delia Smith and Heston Blumenthal.

Waitrose has added a Christmas School of Magic tab on its Facebook page, which has 34,000 fans, providing ‘how to’ videos, live question and answer sessions with chefs and a day planner for Christmas day.  

The chefs include MasterChef2010 winner Dhruv Baker and drinks columnist and TV presenter Olly Smith and the site will also host videos and recipes by Delia Smith.

On YouTube, Delia will demonstrate the art of cake decoration and the perfect way to cook turkey. While on Twitter, Waitrose followers will see a new Christmas look to the page, can join in live debates and receive special Christmas promotions.

Waitrose’s debuted its Christmas advert on YouTube on November 4 before its first television airing on 5 November.

Julie Randall, senior manager for digital communications at Waitrose, said: “Our whole approach is to use social media to help customers serve up a little Christmas magic this year.

“Social media is increasing in importance for all businesses because it allows organisations to build strong relationships directly with customers, and this is especially important this time of year. Christmas is critical to our business and we understand that our success over the next few weeks partly depends on the way we inspire customers as they plan for the big day.”