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Immediate and Morrisons team up honouring unsung Christmas kitchen heroes

Wednesday 13 December, 2023

Immediate has partnered with Morrisons to launch the Host with the Most Awards: a multi-platform campaign and competition that celebrates the unsung champions of the Christmas feast.

The Host with the Most awards will shine a spotlight on culinary masterpieces and festive heroes, urging the nation to nominate those bringing loved ones together during this special season. Accolades include โ€˜Show-stopping centrepiecesโ€™, โ€˜Prep like a proโ€™ and โ€˜Love your leftoversโ€™. A panel of expert judges from Immediate Mediaโ€™s food team and Morrisons will acknowledge the magic-makers in various categories.

Morrisons will target home cooks in two of the UKโ€™s most beloved brands synonymous with Christmas โ€“ BBC Good Food and Radio Times. With these brands reaching 51% of all UK adults this holiday season, Morrisons will remain at the forefront of everyoneโ€™s minds during this festive period.

A dedicated microsite will bring some festive cheer with the heartwarming stories of the winners and will also include a definitive guide to hosting tips from the winners. It will offer mouthwatering recipe inspiration and a treasure trove of tips and tricks from BBC Good Food experts โ€“ all designed to give Morrisonโ€™s seasonal produce the perfect stage. It will also showcase the best competition entries on a rotating carousel.

The campaign will reach millions of Christmas planners and hosts on various platforms including:

  • Landing page takeovers of key Christmas content across Immediateโ€™ market leading food portfolio and Radio Times.com.
  • A social media outreach and traffic campaign promoting the Host with the Most winners through BBC Good Foodโ€™s channels, overall reaching 5.5m adults, driving traffic to the dedicated microsite.
  • A print advertorial in the Christmas issue of BBC Good Food, with a readership of 1.5 million people and a QR code for microsite access as well as an e-newsletter.
  • It will also see a pioneering collaboration between BBC Good Food and a commercial partner on TikTok for six โ€˜Hosting Made Easyโ€™ videos. The first time the brand has collaborated with Tik Tok.

The partnership was developed by Wavemaker and Immediateโ€™s award-winning content studio, Imagine, who oversaw the creative strategy, development and execution of the partnership, including video content and imagery.

According to James Adams, Senior Partnerships Manager at Immediate: โ€œAs publishers of the UKโ€™s biggest and most trusted food media brands, we understand that hosting can be both a joyous occasion and a daunting task. This campaign celebrates the hidden heroes who make Christmas so joyful and we are delighted to partner with Morrisons and Wavemaker on this mission.

“This campaign celebrates the hidden heroes who make Christmas so joyful and we are delighted to partner with Morrisons and Wavemaker on this mission”

James Adams, Senior Partnerships Manager

James Adams, Senior Partnerships Manager

“Just as we are the go-to destination for Christmas content, Morrisons is the perfect destination for all your Christmas food and hosting needs. Letโ€™s unite as the ultimate Christmas support network!โ€

According to Jodie Locking, Head of Digital Marketing & Content at Morrisons, said: โ€œThis Christmas โ€“ and every Christmas โ€“ we believe that great British food should be the star of the show but we know thereโ€™s always a lot to do to get the festive meal ready. Thatโ€™s why weโ€™re delighted to have partnered with Immediate Mediaโ€™s brands, including BBC Good Food, to celebrate hosts as they prepare their feasts for Christmas Day. We want to help make this Christmas as stress-free as possible for the hosting heroes and worthy winners of The Host with the Most awards.โ€

According to Monica Newell, Content Lead at Wavemaker: โ€œTo celebrate Morrisonsโ€™ Christmas campaign and support hosts during the festive period, we saw a partnership with Immediate Mediaโ€™s BBC Good Food and Radio Times as the perfect pairing. From tips and tricks to winnersโ€™ stories and lots of recipe inspiration, the partnership demonstrates that Morrisons is here to support hosts up and down the country this Christmas.โ€