itvt

Interactive TV playout and design company, Red Bee Media (note: the company was formerly a BBC business unit called BBC Broadcast, which was recently sold to Creative Broadcast Services, a company 65% owned by Macquarie Capital Alliance Group and 35% owned by Macquarie Bank), has created an interactive TV ad for UK supermarket chain, Waitrose. This represents the first time that Waitrose has used interactive TV to further its marketing efforts. The i-ad, which promotes the chain’s Perfectly Balanced line of food products, began airing January 1st–in order, Red Bee Media says, to "take advantage of the number of people who plan to become healthy in the new year."

The i-ad is accessed by pressing the red button during a linear commercial for the Perfectly Balanced line (note: the linear commercial was created by MCBD): the red-button icon entices viewers to interact with the ad by promising them free cereal bars. Viewers who press red are taken to a Dedicated Advertiser Location that informs them that eating Perfectly Balanced products should be one of their new year’s resolutions as the products are low in fat, free of artificial colors and sweeteners, and, of course, taste good. It also details new products in the range, and provides menu ideas and information on promotional offers, such as two frozen meals for £4.00. Finally, it allows viewers to email questions about healthy eating and Waitrose products to a nutritionist and, of course, to apply to receive their free box of cereal bars. "Customers who are interested in healthy eating generally want to know exactly what they are eating," Waitrose marketing manager, Stephen Gaunt, said in a prepared statement. "So we decided to use interactive TV for the first time to give viewers more details on our Perfectly Balanced range, and are looking forward to seeing what the response will be."