Waitrose is hoping to lure customers to its website and spread brand awareness through its Christmas campaign online, with content developed by digital agency Wheel.
Visitors to can find out about gift ideas and practical advice -- including pointers on party invitations -- for the festive period.
The media strategy consists of a site sponsorship deal with Associated New Media's Evening Standard site as well as the . Both were selected as popular online areas for Waitrose's core target audience of women aged 35-44, who control the majority of Christmas shopping decisions.
Advertorials written for the sponsorship aim to engage users and explain how Waitrose can help them with their Christmas plans.
A competition offers visitors the chance to win one of three luxury hampers; banners placed on both sites will drive customers to the home page.
Wheel media director Caroline McGuckian said: "Site sponsorship is a great way to talk to consumers in a variety of ways and communicate a great deal about both product and brand."
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