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Waitrose launches its first Pin Extension campaign on Pinterest

David Murphy

Waitrose has launched its latest Pinterest campaign, showcasing its colourful variety in food choices for this year’s summer dishes, and using Pinterest’s immersive ad format, the Pin Extension, for the first time.

The campaign features an interactive Waitrose Ideas Book, enabling 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 tasty summer 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.

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

Pinterest’s Pin extensions are an immersive experience that, with a tap, lets Pinners interact with a brand’s content. Through the Pin Extension, Pinners will be directed through one of Waitrose’s promoted Pins to a microsite created exclusively by Pinterest.