Waitrose’s new ‘Food Lovers Uncut’ series takes audiences into the homes of famous food lovers to uncover the secrets and the stories in celebs' kitchens. 

The new long-form content series has been created with the help of Wonderhood Makers and is part of the retailer's ongoing strategy to become a leading food entertainment brand.

Fronted by chef and food influencer Will Hughes, also known as ‘What Willy Cook’, the series is a deep dive into the kitchen. However, unlike other food shows, there will be no cooking. Instead, the focus is on the quirks, passions and secrets of the kitchen. 

With no styled shelves or organised fridges, Hughes is set to take audiences behind the scenes into the kitchen spaces and the stories they hold. The deep dive is designed to be honest, imperfect and authentic.

Each episode will launch as an 8-20-minute film on YouTube, supported by shorter paid and organic social assets to drive reach and engagement. 

The first episode sees Hughes enter the kitchen of Education and SAS Rogue Heroes star, Connor Swindells. Subsequent episodes are set to feature a diverse range of food and mainstream talent to appeal to a broad audience and connect people through a love of food. 

The series is part of the brand's strategic push toward long-form storytelling, utilising YouTube as a core engagement channel. Off the back of the success of Waitrose’s Dish podcast, the series has been developed closely with ‘The Dish’ team to deliver a fully integrated suite of assets across channels.

In response to the fact that Waitrose’s key demographic is increasingly consuming longer content, the series aims to combine depth with personality and entertainment to position Waitrose as a leading entertainment brand.

“We know our food-loving audience is increasingly consuming longer, more in-depth content, and Food Lovers Uncut is our direct response to that shift. By grounding the series on YouTube, we're not only giving our customers the engaging entertainment they crave but also cementing Waitrose's role as a true entertainment brand for food lovers,” says Sarah Hood, Social Marketing Lead at Waitrose.

The long-form entertainment series gives Waitrose the opportunity to connect with audiences with depth, storytelling and cultural connection.