Waitrose ups digital strategy

The Waitrose Kitchen site, which will be accessible via the Waitrose.com portal, will be created by customer publisher John Brown.

The development reflects an increased focus on digital communication by the supermarket.

Waitrose Kitchen replaced the long-established Waitrose Food Illustrated magazine.

Over recent months Waitrose has sought to position itself as an accessible destination for cooks through campaigns starring TV chefs Delia Smith and Heston Blumenthal.

The supermarket is also rolling out its Waitrose Kitchen title into Welcome Break motorway services and boosting its presence in John Lewis stores.

This article was first published on marketingmagazine.co.uk