Editor’s note: Seb Joseph is news editor at The Drum – Modern Marketing and Media, London. This is an edited version of a post that originally appeared here under the title, “Aldi looks to push products through online video with YouTube channel launch.”
Aldi is launching a YouTube channel to push its products to foodies flocking to social media and video sites for food recipes.
The Taste Channel will host weekly videos, focusing on various styles of cooking using a selection of products sold by the discounter. Presenter Helen Brumby hosts the videos, which will also feature food experts such as TV chef Simon Wood, Great British Bake Off finalist Luis Troyano and blogger Clare Zerny.
The first episodes offer hints on home baking, similar to The Great British Bake Off, as well as cooking the perfect steak. To trumpet the supermarket’s sponsorship of Team GB, some of the athletes will share their favorite food in the build-up to and during the Rio 2016 Olympic Games.
Jonathan Neale, Joint managing director for corporate buying at Aldi U.K., said, “More and more people are using social media platforms such as YouTube for recipe ideas and cooking inspiration.
“The channel gives the chance to connect our customers with some well-known faces, learn more about Aldi products and see how to cook different creations with them.”
The launch is the latest example of Aldi’s newfound confidence in the online space as it looks to capitalize on the growing popularity that has seen it – and Lidl – shake-up the supermarket space in recent years. In January, it asked shoppers to tweet how much they saved at Aldi throughout the month, with the aim to get them to share with one another the savings they have made.