Waitrose has partnered with Sky and Netflix to roll out branding of free-standing display units in more than 200 stores as part of an eight-week deal.

The display units will be filled with the upmarket retailer’s Cooks’ ingredients range to reinforce how Sky, Netflix and Waitrose can make customers’ evening easier and full of choice.

The partnership, which was brokered and will be managed by tpf Partnerships, also looks to highlight the benefits of a Sky subscription and will be promoted across myWaitrose digital communications routes, till messaging, digital out of home advertising at 100 stores and through a weekly feature in the supermarket’s in-house magazine, Waitrose Weekend.

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An exclusive myWaitrose competition will run from 27 September until 26 October to give subscribers the chance to win one of 50 Sky Stream packs with Sky Entertainment and Netflix included.

Waitrose media partnerships manager Natasha Leyens said: “We’re really excited to partner with Sky/Netflix, whose eye-catching displays will add an extra dimension to our Cooks’ Ingredients fixture, and our most loyal customers will also get the chance to win a Sky/Netflix subscription.”

Sky head of TV brand marketing, Lucy Hyde, said: “We’re really excited to be working with such an established brand like Waitrose for what is a groundbreaking partnership as we launch a truly reciprocal collaboration that highlights the simplicity of Sky Stream with Netflix that provides a content variety that, as like Waitrose products, elevates your evenings.”