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CASE STUDY: John Gregory-Smith with Waitrose

John Gregory-Smith is a chef, presenter and best selling author. He has a regular food travel section on Channel 4's Sunday Brunch and a column in the The Daily Telegraph. John specialises in Middle Eastern and North African cuisine, making him the ideal partner to help Waitrose launch its new Levantine Table range of products.


The Brief

With his passion for the cuisine and his energetic, engaging presentation style, John was the perfect fit for Waitrose's social activity around the launch their new Levantine Table range. John was enlisted to create some brand new recipes to showcase and promote the products and present them to his 76K Instagram followers.

The Campaign

Spanning a three-month campaign period, John created monthly recipes using a new Levantine Table product for each. Utilising his fun, upbeat, music-backed editing and presentation style, the recipe videos were posted to his Instagram along with three accompanying Stories each month.

The Results

John's Waitrose-branded creations integrated seamlessly with his usual social media content, garnering up to 5K views each month. He has also created a range of recipes for Waitrose's own website.

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