Red Bee Media, formerly BBC Broadcast, is behind UK grocer Waitrose's initial foray into the world of interactive advertising. Viewers are able to e-mail questions to a nutritionist and receive a free box of cereal bars through the interactive commercial created by Red Bee for Waitrose's 'Perfectly Balanced' range.
"The interactive ad we created for Waitrose reflects the look and feel of the linear commercial while explaining the 'Perfectly Balanced' range in more detail," said Red Bee creative chief Christian Ruland.
"Customers who are interested in healthy eating generally want to know exactly what they are eating. 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," said Stephen Gaunt, Waitrose marketing manager.
Red Bee produced an interactive campaign for Boots this Christmas that helped viewers choose gifts then sent them a shopping list via text message.
BBC Broadcast, the privatised playout and broadcast support specialist, was acquired last June by Australian investment bank Macquarie. It changed its name to Red Bee Media at the end of October.
Red Bee Media is owned by Creative Broadcast Services, which is in turn owned by Macquarie Capital Alliance Group (65%) and Macquarie Bank (35%).
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