The campaign involves the complete sponsorship by Waitrose of The Daily Telegraph’s Saturday Gardening section, a media first for TMG, as well as a bespoke online waitrosegarden.com hub.
The sponsorship, which starts on Saturday 15th June and is exclusive to The Telegraph, will run for three weeks and includes a front-page logo, articles and advice from waitrosegarden.com, and calls to action throughout the section. Online activity on The Telegraph website includes a competition where readers have the chance to win one of ten border plant collections. The campaign also included a full wrap of the Gardening section to launch the campaign, on Saturday 8th June.
Melanie Danks, TMG, said: “This innovative campaign designed by TMG for Waitrose is yet another media first for The Telegraph. The bespoke aspect of the partnership is something that TMG prides itself on and we feel this particular campaign is a great example of creating a new, multiplatform campaign, specifically for the client, whilst serving the needs and interests of both our readers and our client’s customers.”
Peter Burns, Manager, Online Marketing at Waitrose, said: “Our partnership with The Telegraph provides us with the perfect way to talk to our customers about our new website, waitrosegarden.com. The readers of The Telegraph Gardening section recognise and value Waitrose’s commitment to delivering top quality products and the best advice for our customers. The campaign neatly mixes editorial content with advertising and we've been particularly impressed by the impact of the sponsorship, especially as it’s a first.”
