unicornnews: Waitrose form singer partnership

Waitrose has entered into a multi-layered marketing partnership with Camilla Kerslake, the 21 year old classical music singer who has been winning press attention mainly by being the first signing to Gary Barlow’s new record label. The campaign will centre on a new TV ad which will be sound-tracked by Kerslake’s version of the hymn ‘How Can I Keep From Singing?’, recorded exclusively for the supermarket chain. A number of other promotions will follow, including Kerslake performing at various Waitrose organised events. They will also stock the singer’s music in store.

As well as promoting the retail chain in the run up to Christmas, the partnership will also promote the singer, whose debut album is released this month. Presumably Waitrose hope that if they help launch Kerslake to the masses they will share in the press coverage that may follow.

Posted Monday November 9 2009 by Chris Cooke

Related categories: Celebrity Partnerships