This week, I’ve been listening to Dish from Waitrose, which is definitely more than just a great recipe.
I’m a podcast addict. There’s something about the intimacy of listening to a conversation while driving through the stunning, secluded country lanes of the Peak District that’s pure bliss. Recently, I’ve been listening to a true gem: Dish, the podcast from Waitrose.
We all know brands are jumping on the podcast bandwagon, with advertisements and sponsorships galore. However, Dish feels different. It’s a masterclass in how to build genuine connection and brand loyalty through engaging content.
Dish got me thinking (and hungry) about what brands can learn from Waitrose’s success:
Hosts with the Most: Authenticity Wins
The magic of Dish lies in its hosts: Michelin-starred chef Angela Hartnett OBE and radio personality Nick Grimshaw. Their chemistry is undeniable. Angela’s infectious laugh and culinary expertise, combined with Nick’s relatable questions and playful banter, create a dynamic that’s both entertaining and informative.
Lesson for Brands: Don’t just hire figureheads. Find hosts who genuinely connect with your brand and your audience. Authenticity is key. Angela’s passion for food shines through, and it’s contagious. I, as a consumer, have found myself inspired to try new recipes and stock up on Waitrose ingredients, simply because of her ease in explaining and her enthusiasm.
All-Round Entertainment: Beyond the Product Pitch
Dish, produced by S:E Creative Studio, isn’t just a cooking show. It’s a well-rounded entertainment experience. The podcast offers insightful conversations with celebrity guests, like the elusive Keeley Hawes, who rarely gives interviews. This blend of food, celebrity and genuine conversation keeps listeners engaged and coming back for more.
Lesson for Brands: Your content shouldn’t just be a sales pitch. Create content that provides value and entertainment. Dish uses food as a springboard for broader conversations, making it appealing to a wider audience. It’s about building a community, not just pushing products.
I’m Not Alone: Building Community and Trust
The podcast’s impressive 4.9/5 rating and number one spot on the Apple Food Charts speak volumes. Dish has resonated with listeners, creating a sense of community around the Waitrose brand. Angela’s down-to-earth approach and Nick’s relatable questions make listeners feel like they’re part of the conversation.
Lesson for Brands: Foster a sense of community around your brand. Engage with your audience, listen to their feedback and create content that resonates with their interests. Dish has successfully built trust by providing valuable content and fostering genuine connection.
Top-Tier Production Standards: Invest in Quality
The podcast’s 150 million organic social views are a testament to its high production quality. From the crisp audio to the engaging visuals, Dish demonstrates the importance of investing in quality content.
Lesson for Brands: Don’t cut corners on production. Invest in high-quality audio and visuals to create a professional and engaging experience. This attention to detail will elevate your brand and attract a wider audience.
Not Just A Podcast
Dish from Waitrose isn’t just a podcast; it’s a blueprint for how brands can leverage content to build genuine connection and loyalty. By focusing on authenticity, entertainment, community and quality, Waitrose has created a successful platform that resonates with its audience. Any brand looking to create engaging content should take note. They’ve shown that a podcast can be more than just an advertisement – it can be a valuable and entertaining experience that fosters genuine connection and drives brand engagement.
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