Sky and Netflix are the Perfect Partner for Waitrose Cooks' Range

Sky, Netflix and Waitrose today announce a collaborative partnership first for the supermarket chain which will see a non-grocery partner featured in-store as never done before in Waitrose 119-year history.  

Launching today, Sky and Netflix have partnered with Waitrose to highlight the benefits of the Sky Stream and the range of entertainment available in one simple subscription. Netflix comes as standard with the core Sky Stream package alongside 300+ sky entertainment channels. Sky Stream was launched to engage with new audiences that have previously not chosen Sky due to perceived complexity. Sky and Netflix saw Waitrose’s loyal customers as a core target audience segment. 

As part of the unique partnership, Sky and Netflix will take over the branding of free-standing display units in more than 200 Waitrose stores. Products within the display units will be Waitrose Cooks’ ingredients, Waitrose products designed to simply elevate every meal, to reinforce how Sky, Netflix and Waitrose can make customers‘ evenings easier whilst still being full of choice.

In addition to the display units, the eight-week partnership will be promoted across myWaitrose digital communications routes, till messaging, digital out of home advertising at Waitrose 100 most popular stores and through a weekly feature in Waitrose Weekend, Waitrose’s in-house magazine, all highlighting the variety of great content available with Sky and Netflix in one simple subscription.  

An exclusive myWaitrose, Waitrose loyalty scheme, competition will run from September 27th to October 26th, giving subscribers the chance to win one of 50 Sky Stream packs with Sky Entertainment and Netflix included, the device is compatible with existing televisions allowing customers full access to Sky TV without the need for a satellite dish.  

The partnership was brokered and will be managed by tpf Partnerships, tpf’s dedicated brand partnerships team.

Commenting on the announcement, Lucy Hyde head of TV brand marketing at Sky said, “We’re really excited to be working with such an established brand like Waitrose for what is a ground breaking partnership as we launch a truly reciprocal collaboration that highlights the simplicity of Sky Stream with Netflix that provides a content variety that, as like Waitrose products, elevates your evenings. A special thank you to tpf Partnerships for their work in developing and securing a brand first partnership with Waitrose.” 

Natasha Leyens, media partnerships manager at Waitrose, added, “We’re really excited to partner with Sky/Netflix, whose eye-catching displays will add an extra dimension to our Cooks' Ingredients fixture, and our most loyal customers will also get the chance to win a Sky/Netflix subscription.”