Red Bee helps Waitrose venture into iTV

Viewers will be able to email questions to a nutritionist and receive a free box of cereal bars through a new interactive TV commercial created by Red Bee Media, formerly BBC Broadcast, for Waitrose’s ‘Perfectly Balanced’ range.
The commercial is the first time Waitrose has used interactive TV and launched on 1 January 2006 to take advantage of the number of people who plan to become healthy in the new year.
The interactive commercial can be accessed by digital viewers by pressing a red button advertising ‘Free Cereal bars’ on Waitrose’s ‘Perfectly Balanced’ linear commercial created by MCBD. The commercial features beautifully shots scenes from around the world that are related to different products in the range including an African lady with a basket of fruit with the words ‘passion fruit torte, less than 3 per cent fat’.
“The interactive ad we created for Waitrose reflects the look and feel of the linear commercial while explaining the ‘Perfectly Balanced’ range in more detail. It also gives viewers daily menu ideas and an email address for a nutritionist who can answer any questions about healthy eating and Waitrose’s products,” said Christian Ruland, Creative Director at Red Bee Media.
(CD)