Waitrose – The Meringue Girls
Brand-Funded Content | Talent Development
The Brief
Waitrose commissioned us to create three Christmas films with The Meringue Girls — two of the UK's earliest food influencers — as part of Waitrose TV, one of the first brand-funded digital channels.
Waitrose loved the Meringue Girls' online presence and energy, but wanted to elevate them for a broader audience. They came to us to shape content that would retain the duo's distinctive voice while meeting the production standards and brand values of Waitrose.
Our Approach
Drawing on our experience working with mainstream television talent and some of the UK's most popular on-screen chefs, we treated the project like a premium cookery format.
We developed the Meringue Girls as on-screen characters, refining structure, pacing and tone while staying completely true to their existing brand identity. The set design, visual style and recipes were crafted to feel authentically "Meringue Girls" — with added Christmas sparkle.
The result was content that didn't feel over-produced, and product integration that didn't feel oversold: engaging, energetic and rooted in serious baking expertise.
Deliverables
From the production we delivered:
Three Christmas-themed branded films for Waitrose TV
Recipe-led premium food content designed for digital platforms
Cross-platform assets supporting both Waitrose and the Meringue Girls' own channels
The Outcome
The standout film, Meringue Mince Pie Kisses, surpassed 1.1 million views on YouTube within the first six months — outperforming all other content across Waitrose TV at the time.
The film found a second life across the Meringue Girls' own YouTube and social channels, extending reach well beyond the initial campaign.
It delivered exactly what the brand wanted — engaging content, seamless product integration and genuinely great baking — while giving audiences festive, shareable content at Christmas.