Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.
What is it?
Global kitchen appliance brand Ninja has partnered with US smart TV company Vizio to display shoppable adverts during the return of culinary series The Pantry.
While airing The Pantry, viewers with Vizio smart TVs will be able to browse Ninja products and purchase items appearing on the big screen.
Ninja products are integrated into episodes and viewers can scan QR codes appearing on their TV to purchase their chosen item on their mobile device.
Those with a Vizio TV can also access the Spirits Network app which also features a shoppable experience, driving viewers to product pages within the app to purchase Ninja products featured in the show directly on their smart TV.
Why does it matter?
Shoppable ads are becoming increasingly rolled out in the US and UK. Incorporating entertainment with retail poses a great opportunity for customers who want convenience and an improved shopping experience.
For retailers and brands, this opportunity is meant to drive more sales, engagement and awareness.
Vizio ads said they have seen a 16.5% rise in time spent watching food and cooking-related content on their devices, and have partnered with Ninja to “cater to this growing audience’s interest in culinary programming with unique and engaging experiences” through its TV shows.
Strategic implications
Ninja said it is promoting The Pantry with dedicated placements on Vizio’s home screen and showcasing its products for “maximum visibility and an immersive brand experience.”
Ninja senior vice president of marketing Kaitlyn Hebert said the partnership with Vizio and The Pantry “blends entertainment with innovation to create a truly interactive cooking experience.
“With innovative products like the Ninja crispi portable cooking system, viewers can not only learn from top chefs, but also seamlessly bring that same level of performance into their own kitchens.”
Winning strategies
- Elevated customer experience
- Cross-industry collaboration
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