High-end supermarket chain Waitrose has launched a YouTube channel, in the latest move by a supermarket to use social media to market its products.
The channel features a series of How to... Recipe guides presented by Delia Smith and Heston Blumenthal among others. The site will feature TV ads, as well as short films, recipes and details on how Waitrose sources its products.
The launch follows the rollout of Waitrose's digital recipe magazine, Waitrose LIVE, in January 2009.
Sainsbury's, Asda and and Tesco have also each launched dedicated YouTube channels.
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