How Sainsbury’s Cooked Up 40,000 YouTube Subscribers
Sainsbury’s and creative content agency, Gravity Road, today announced the retailer’s new YouTube channel dedicated to food, has reached 40,000 subscribers. The new platform launched in early June with a weekly cooking show; Food with Fleur and Mike. The series, which offers classic recipes and culinary inspiration, is fronted by renowned vlogger Fleur De Force and her husband Mike.
‘Food with Fleur & Mike’ was built around Fleur De Force’s social presence and 1.7m subscribers across three fashion, beauty and lifestyle YouTube channels. The content also went live across Sainsbury’s Facebook and Twitter channels, the Inspiration site and its Live Well For Less magazine. Since launch, subscriber feedback has been used to decide which recipes feature in the series, providing audiences with the content they want to watch and share with other users.
Sainsbury’s, with Gravity Road, developed and produced the new dedicated food platform Food with Fleur and Mike. The strategic approach focussed on creating content for YouTube that will entertain existing fans and importantly, attract new audiences such as those entering new life stages and now wanting food inspiration alongside their music videos, comedy clips and beauty advice.
The series sees Fleur, a prolific beauty blogger-turned amateur chef and husband Mike, develop their culinary skills tackling everything from a quick and easy meals and baking to more complicated dishes for special occasions. They will also look at the latest trending dishes and seasonal produce whilst demonstrating that even complex sounding recipes can be produced by the average household.
Tamsin Boardman, Head of Digital Brand, Sainsbury’s says: “We’re thrilled the new dedicated food channel has achieved 40,000 users so soon after launch. We look forward to the channel developing further and seeing how Fleur and Mike improve as cooks over the next twelve months.”
Mark Eaves, Co-Founder of Gravity Road, adds: “It’s brilliant that Sainsbury’s new dedicated YouTube food channel has resonated with users and hit such a successful milestone for subscribers already. It’s been fantastic working with the brand and being able to successfully partner Sainsbury’s with Fleur and Mike. The couple bring a realistic approach to home cooking, rather than the often hard to achieve concoctions of a professional chef.”
