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 ‘Show-stopping centrepieces’, ‘Prep like a pro’ and ‘Love your leftovers’. A panel of expert judges from Immediate Media’s food team and Morrisons will acknowledge the magic-makers in various categories.

Morrisons will target home cooks in two of the UK’s most beloved brands synonymous with Christmas – 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 everyone’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 – all designed to give Morrison’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 Immediate’ market leading food portfolio and Radio
  • A social media outreach and traffic campaign promoting the Host with the Most winners through BBC Good Food’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 ‘Hosting Made Easy’ videos. The first time the brand has collaborated with Tik Tok.

The partnership was developed by Wavemaker and Immediate’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: “As publishers of the UK’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. Let’s unite as the ultimate Christmas support network!”

According to Jodie Locking, Head of Digital Marketing & Content at Morrisons, said: “This Christmas – and every Christmas – we believe that great British food should be the star of the show but we know there’s always a lot to do to get the festive meal ready. That’s why we’re delighted to have partnered with Immediate Media’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.”

According to Monica Newell, Content Lead at Wavemaker: “To celebrate Morrisons’ Christmas campaign and support hosts during the festive period, we saw a partnership with Immediate Media’s BBC Good Food and Radio Times as the perfect pairing. From tips and tricks to winners’ stories and lots of recipe inspiration, the partnership demonstrates that Morrisons is here to support hosts up and down the country this Christmas.”