Waitrose creates first Pinterest Pin Extension for Summer Food Festival campaign

Pinterest has launched Waitrose’s latest campaign on its platform, showcasing its “colourful variety in food choices for this year’s summer dishes”.

Raising awareness of its “high quality products and everyday food range”, the retailer is looking to inspire Pinners to prepare tasty meals, utilising Pinterest’s immersive ad format, the Pin Extension, for the first time.

Waitrose’s campaign features an interactive look book allowing Pinners to select from one of four different summer food options including dishes from around the world ‘World Eating’, dishes ‘Made for Sharing’, ‘Perfect Picnics’ and ‘Brilliant BBQs’.

They will then be shown a selection of dishes and recipes, including tips and tricks on how to perfect each one, with a shopping list specifically for that recipe that the user can have to hand ahead of their next grocery shop.

Sarah Hood, Social Marketing Lead at Waitrose, says: “We are delighted to partner with Pinterest to create our first ever Pin Extension as part of our Summer Food Festival campaign.”

“With people on the platform browsing for easy and fresh summer ingredients and dishes, our Waitrose Ideas Book will help them to discover fun and exciting recipes and products, perfect for hosting their back garden gathering or sunny park picnic.”

Bela Mashru, Head of Grocery at Pinterest UK, says: “People come to Pinterest to discover and be inspired ahead of hosting their next summer get together.”

“This year, we’ve seen a particular spike in searches relating to summer food and drinks as the warmer weather has presented people with the opportunity to share meals with friends and family.”

“We’re so excited to partner with Waitrose to help Pinners prepare for their picnics and brilliant BBQs with a summer full of fuss free food.”