UK supermarket Waitrose has launched a social media campaign, #TasteofSummer, which invites people to share their favourite summer foods and drinks on Twitter, Instagram and Facebook

Until the end of August, anyone using the hashtag will be entered into a competition to win food-related prizes such as tickets to a Heston Blumenthal barbecue event and a course at Waitroses London cookery school.

“We all have special foods we associate with summertime, whether it’s a cold ice cream on a hot day or enjoying a barbecue in the garden with family and friends,” said Rupert Ellwood, head of marketing communications at Waitrose. “We’re hoping to tap into these memories to celebrate the abundance of flavours over the summer months.”

The supermarket says it will use insights derived from the campaign to optimise content that is then fed back to the community.

The campaign is planned and executed by Manning Gottlieb OMD, which also worked on the brands #GoodEgg campaign this Easter, which asked its followers to post pictures of their homemade Easter treats.