UKTV and Waitrose have reached a six figure deal that will see the UK supermarket chain co-fund UKTV’s prime time food magazine show, Market Kitchen.

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Presented by four food experts, the show will air daily from 16 April, focusing on locally sourced produce – an ethos emphasised by the up-market grocery chain.


The Market Kitchen will contain a number of specific strands – including Buy It and Try It, Market Kitchen Cellar, Food for Thought and Best of British. These, Waitrose and UKTV said, closely reflect Waitrose’s brand values and will be built into their future marketing communications.


Waitrose customer development director Tony Solomons commented: “The Market Kitchen offers the ideal platform to emphasise our differentiated food offering and market leading credentials in quality and provenance. This innovative campaign will reach existing and potential new customers, supporting an objective close to our hearts at Waitrose – reconnecting consumers with their local farming and food industries.”


The multi-layered partnership will incorporate both on and off-air activity, including Waitrose-branded ten-second bumper credits, top and tailing the prime time shows, the extended daytime Market Kitchen repeats, as well as in and out of all commercial breaks.

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All Market Kitchen promotions produced throughout the year will feature Waitrose branding and are likely to play across all ten of UKTV’s channels, reaching a potential audience of 27m viewers each month. 


Online, Waitrose will be the exclusive sponsor of the Market Kitchen website, while Waitrose will stream four programming strands from the UKTV Food series on their website.