In a bold play to refresh Waitrose’s image and speak to a new generation of food lovers, Dish from Waitrose broke every rule of branded content—and it worked. Created by Cold Glass Productions, the podcast blends Michelin-star meals with irreverent celebrity chats, hosted by Nick Grimshaw and Angela Hartnett.
It’s not just a podcast—it’s a full-blown entertainment franchise that’s topped the UK food charts, served up cultural relevance, and delivered on the promise of “food to feel good about.” Executive Creative Director Mark Rivers shares how they cooked it all up—and why it’s not slowing down anytime soon.
What was the brief?
The Waitrose brand expression ‘Food to Feel Good About’ aims to highlight the quality, taste, ethics and value of Waitrose produce.
During a cost of living crisis when people are eating at home, rather than going out, Waitrose wants to regularly showcase this brand expression, and demonstrate an authentic and positive experience of sharing food with friends and family. They were also keen to talk to a younger audience who weren’t using Waitrose for their food shopping.
To solve this, we developed Dish From Waitrose - an entertainment franchise that’s become part of mainstream culture by showcasing this passion for food. It’s social audio and video production that has seen the franchise become the UK’s biggest branded podcast, regularly in the Apple Top Ten UK shows and No. 1 in the Food Charts for over 70% of the time since release. It’s hosted by Nick Grimshaw and Angela Hartnett and our guests have included Stanley Tucci, Mary Berry, Alison Hammond & Dermot O’Leary
How did the initial pitch/brainstorming phase go?
We worked closely with our Sony Music research and insight team who found that there were 3.2 million people who considered themselves “foodies” and who regularly listen to podcasts in the UK. This audience were also of a much younger demographic than the Waitrose core market who are premium food shoppers over 45.
The research also showed us that this audience use podcasts as a way of increasing their understanding of the world, and they are always searching for new stories where food is at the heart of a much bigger cultural narrative.
So a social strategy with a podcast at its heart felt like a brilliant way to showcase a regular story of ‘food to feel good about’. We didn’t think about it as a podcast in pure audio terms though – a successful podcast now is as much about what you see as what you hear – so we developed a multichannel approach that would create content that would travel across audio, social and PR platforms.
We were ambitious about the potential for the idea and created a 3 year plan for how we grow the show to support Waitrose. When we pitched we knew we were taking a risk with the boldness of the plan, but fortunately our clients were just as ambitious and have been brilliant to work with in making it happen.
What was the process behind ideating the concept?
For an idea like this, the temptation is to focus on the format. We concentrated on the feeling our audience would have when they listened and watched the show’s content. We wanted the content to feel like the best dinner party that you could go to. Loose, fun, funny, and with conversations that could go anywhere. Whilst those conversations might inform our listeners, it’s more important that they delight them.
We wanted a lightness of touch that provides our listeners and viewers with a spring in their step, and leave them with that comforting feeling that all’s well in the world. And of course like any brilliant dinner party, there had to be brilliant things to eat and drinks. So everything about the show is geared to create this feeling.
The most important part of the process was getting the right hosts. We knew we needed someone who could orchestrate conversations with anyone and Nick Grimshaw fitted the bill perfectly. Firstly, he’s one of the UK’s best broadcasters – an incredible interviewer, hugely experienced at live broadcasting, and very, very funny.
His profile meant he'd also be brilliant at bringing the right audience to the show and Waitrose. We then needed the person who’d bring the food credentials and be comfortable preparing a meal every week whilst recording video and audio content – no mean feat.
When we got Angela Hartnett in a room with Nick we knew we’d struck gold. They have that perfect relationship where there’s warmth, affection and mutual piss taking. Nick is really into food and drink so can play the role of the person finding out more and Angela’s knowledge is unparalleled but delivered with unassuming, accessible modesty which makes it feel like anyone can prepare her food.
We wanted the audience to feel they could pull up a chair and that the fun wouldn’t stop when the mics turn off. To enable this, we record the show in a kitchen studio so we’re in a space that is a natural one for preparing and eating a meal, and secondly we pack out the room with the crew. It means they take an active role in the show, and their laughter adds to the fun experience for the hosts and guests.
What was the production process like?
We’re on for most of the year so it never stops! We’re constantly looking at ways to make the show better, bigger and available in all the different places people can consume it.
We’re always looking for great guests to come on the show, for amazing meals for Angela to prepare and for different ways to create moments that would only happen on our show. It’s a proper team effort where everyone cares where everyone is invested in making the show a success.
What was the biggest challenge during production? How did you overcome it?
The biggest challenge was recording 3 shows in a day. You're on a tight turnaround anyway with 3 different guests coming and going but adding the preparation of 3 meals definitely takes things up a notch.
But we overcame it like you overcome all big production challenges – with amazing teamwork. Everyone pulled together, Angela was her usual amazing self and we delivered 3 brilliant meals, and 3 brilliant shows.
What kit/tools/software were used to create the project?
Probably the most notable thing we used to create the project is not what we use but where we do it. Most social audio and video content is made in dark, dank studios with 2 people and some mics.
We make Dish in a kitchen studio so Angela can prepare every meal in front of the guests. She then serves up and her, Nick and the guests eat and chat at the dining table in the kitchen.
What is one funny or notable thing that happened during production?
One of the best things about making Dish is that funny things happen every record. But probably the most notable thing is our lunch. Angela is a very generous host so always makes enough food for the crew to have some. I’ve not heard of any other productions where the crew lunch is made by a Michelin star chef.
What’s the main message of this project and why does it matter?
Waitrose, Nick, Angela and us as a production company are passionate about having a good time with good food, good drink and good people. When you have those things, life is just that little bit better.
Having friends and family over for some food and drink might seem insignificant but we think it’s one of the best things you can do in life particularly at a time when so much serious stuff is happening in the world. If we can get more of our audience to do that, we’d be happy.
How long did it take from inception to delivery?
We started production in February 2022, our first episode went live in June 2022.
What do you hope it achieves for the brand?
We want our audience to be inspired to use Waitrose to help them have a good time with food and drink.
Credit list for the work?
Ben Kerr Managing Director
Sam Cocker Client Services Director
Mark Rivers Executive Creative Director
Tom Young Director Of Social
Claire Solan Audio Exec Producer
Manish Doolabh Senior Social Producer
Sarah De La Rue Lead Social Producer
Chris Blacklay Head of Design
Olivia Bader Production Manager
Annis Dale Production Assistant