Most branded podcasts fail. They’re boring product pitches. Waitrose changed the game. This UK grocery chain cracked the code with their “Dish” campaign. As a result, they proved something big. Smart content can turn boring shopping into fun moments.
The Campaign: Dinner Parties, Not Product Demos
Waitrose didn’t make a podcast about food shopping. Instead, they made weekly dinner parties. Their products were part of the fun.
The setup was simple but smart:
- First, chef Angela Hartnett cooked with Waitrose products
- Next, Nick Grimshaw picked the perfect wine
- Then, famous guests joined for dinner and shared stories
- Finally, each show felt like a fancy dinner invite
The secret? Products started conversations. They didn’t push sales.
Results That Prove It Works
- 60+ million views across all platforms
- Top podcast – first brand show to hit UK charts
- Celebrity draw – famous people wanted to join
- Real sales – listeners became shoppers
Moreover, people shared the content for free. They hosted their own dinner parties using the recipes.
Why This Strategy Won
- Real experts: Angela and Nick brought true skills. Not just fame.
- Solved problems: Rather than selling, Waitrose helped people plan better dinners.
- Felt natural: The dinner party style made everything flow. Cooking, talking, and products all fit together.
- Worked everywhere: One recording became a podcast, social videos, and cooking tips.
Use This Strategy in Your Business
- Retailers: Stop showing products. Instead, show the fun experiences your products create. What cool moments can your brand help with?
- B2B Companies: Similarly, bring industry leaders together for real talks. Your solutions should help conversations, not control them.
- Service Businesses: Likewise, show your skills by solving real problems. Make it fun to watch.
- Online Brands: Furthermore, skip boring product demos. Create lifestyle content people actually want to see.
The Main Lesson
- Think like entertainers: Above all, focus on fun content over brand messages.
- Value first: In other words, make content so good that people look for it and share it.
- People hate obvious ads but love content that makes their lives better.
- Ask better questions: Therefore, don’t ask “How do we sell products?” Ask “What experiences can our products help create?”
- Good strategy wins: Ultimately, when brands get this right, the results speak for themselves. Like 60 million views.
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