Westfield and Whirlpool Partner for Live Cooking Events in the Great Eastern Kitchen

Westfield has brokered a year-long partnership with Whirlpool to launch the ‘Main Ingredient’, a series of live cooking demonstrations at Westfield Stratford City’s fully-functioning show kitchen, the Great Eastern Kitchen. Launched on Saturday 30^th May, British chef and Whirlpool brand ambassador Adam Byatt hosted a live cooking demonstration for Westfield shoppers.

Recent research Westfield carried out revealed that over 50% of customers want to come home from a shopping trip with ideas about what to buy, wear, watch and eat. Retail spaces are the new art galleries, lifting our mood and stimulating our senses and providing inspiration. The partnership will provide this inspiration while engaging shoppers in a schedule of live demonstrations, cooking challenges and opportunities for social sharing and interaction at the centre’s Great Eastern Kitchen.

Visitors will have the opportunity to capture their own food exploits on Twitter and Instagram and then receive an instant printout of their images if tagged with the chosen campaign hashtag – #whirlpoolchef. They will also be able to create video content that will be branded with the Whirlpool logo and instantly uploaded to Facebook. The initiative aims to enhance and amplify the messaging of the campaign and the Whirlpool brand via social and ultimately encourage returning visitors to the live exhibition at Westfield.

Westfield worked with Whirlpool’s creative agency Breed to understand the functionality and customer reach of the Great Eastern Kitchen space to ensure a successful and effective brand experience.The Great Eastern Market is a strong footfall area nestled between the international station and key anchor John Lewis – a popular location for brand activations.

Myf Ryan, westfield director comments: “With 81% of shoppers consuming at least one coffee, snack or meal while out shopping, food is playing an even bigger part in the shopping experience at our centres. Westfield is delighted to partner with Whirlpool to create a year-long schedule of cooking demonstrations, activations and social engagement to indulge our shoppers ‘and food aficionados’ love of all things culinary at Westfield Stratford City. The partnership will be a wonderful addition to the ever-evolving spaces and events that take place within the Great Eastern Market.”

Marketing manager of Whirlpool Jennifer Spragg comments: “We are excited to have entered a year-long partnership with Westfield and to see ‘Main Ingredient’ come to life in-centre, especially with our brand ambassador, chef Adam Byatt on-board. Our creative agency, Breed has worked with us and Westfield to activate the Great Eastern Kitchen and we feel we’re confident of hosting a schedule of enjoyable and sharable live events.”