Walmart targets home chefs with new shoppable video hub

Walmart is recruiting celebrities to produce custom interactive content with an e-commerce component.

The discount giant is launching Walmart Cookshop, a free interactive video hub featuring videos of famous chefs and hosts presenting cooking-themed experiences. The videos are powered by eko interactive video technology, which allows customers to make choices that shape their experience, controlling the ingredients, flavors and outcomes. Viewers can also purchase ingredients for pickup or delivery seamlessly from within each video. 

Walmart has previously partnered with eko to offer interactive Halloween-themed digital content and virtual holiday toy try-outs.  
 
Actress Sofia Vergara will greet viewers with tips for navigating Cookshop, which will feature 17 episodes rolling out through the end of the year for 250 customizable experiences. At launch, seven episodes will be available, featuring celebrities including chef Jamie Oliver, blogger Pioneer Woman (Ree Drummond), and singer Patti LaBelle.
 
"Cooking together or for a loved one can bring so much joy, and now more than ever, we need our kids to grow up healthy and happy," said Jamie Oliver. "Eko's technology will allow people to interact with my recipes, and choose what ingredients they want to use. I hope everyone will enjoy our quick, easy, and unique recipes that families can experiment with over and over again."