Waitrose is offering TV viewers the chance to get their hands on recipes from TV chefs by downloading a Quick Response (QR) barcode from their TV.
The advert, featuring both Heston Blumenthal and Delia Smith, will display the QR at the end of the commercial without explanation. Viewers can then photograph the barcode using Waitrose own Christmas app.
The supermarket is the first to try such a scheme on national TV in Britain, as the QR system is not yet widely used in the UK.
The more than 100 recipes on offer, including instructions on how to make Christmas themed starters, mains, desserts, sides and drinks.
The app will also include an Advent calender, a Christmas day planner, a store locator and turkey timer.
The Christmas app is available for Android devices as well as the iPhone, iPad and iPod Touch.
According to the Telegraph, Waitrose claims that the campaign has resulted in 370,000 extra sales in its first eight weeks.