Waitrose | Food Lovers Uncut

Waitrose wanted to build cultural relevance and strengthen its authority in food by creating entertainment that could stand out in a crowded content landscape while growing its YouTube audience. We developed Food Lovers Uncut, a social-first, longform series hosted by Will Hughes (@whatwillycook), giving audiences an exclusive look inside the kitchens and homes of well-known food lovers including Tinie Tempah, Connor Swindells, and Katherine Parkinson. Blending celebrity access, authentic food stories, and Waitrose products into a repeatable format, the series became Waitrose's top-performing content of the year, achieving 500% higher-than-average engagement, earning coverage in The Times, and driving incremental audience growth and returning viewership across every episode.