Sainsbury's to launch cooking show on Channel 4

Date : 31 January 2013
Sainsbury's is to launch "What's Cooking? From the Sainsbury's Kitchen,"  a daily lunchtime cookery show on Channel 4.

Recipes for all budgets and tastes

The programme will show viewers how to prepare dishes from scratch ingredients that "suit every budget and taste" and provide a high profile opportunity to showcase Sainsbury's products alongside other ingredients. The programme will be presented by Ben Shephard (a Sky Sports anchor and former GMTV presenter) and Lisa Faulkner a Celebrity MasterChef winner. "What's Cooking? From the Sainsbury's Kitchen" series is expected to run for 13 weeks from late February.

Strengthening Live Well for Less

With a focus on being creative with ingredients to make meals to a budget, the programme fits well with Sainsbury's Live Well for Less positioning.  Moreover with the Sainsbury's name in the title of the programme, and with the show set in a purpose built studio in a Sainsbury's store, the initiative provides an excellent opportunity for the retailer to communicate its strengths and build engagement beyond its existing customer base.

Interactive format

Sainsbury's is likely to further benefit from the interactive nature of the programme, which will be filmed in front of a live studio audience. Viewers will be able to interact with the show through Facebook and Twitter, and recipes, information and videos from the show will be linked to the Sainsbury's Live Well for Less website.

"Talking to our customers in a new way"

Commenting on the launch, Sainsbury's marketing director Sarah Warby said: "What’s Cooking? From the Sainsbury’s Kitchen is an engaging, fresh format for a cookery show and we are very excited to be involved in such an innovative programme. We’re delighted to partner with Channel 4 and to be able to talk to our customers in a different way, bringing to life the ways in which Sainsbury’s can help people live well for less."

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