As part of Tesco’s commitment to helping customers eat healthily, the supermarket is preparing to launch an ad-funded TV show under its Real Food magazine.The TV show is part of a broader Tesco Real Food Challenge campaign, which aims to find Britain’s best cook through a recipe competition.
The initiative includes print and on-line advertising, a content and social media partnership with AOL and social media campaign, as well as promotion in Tesco owned media, to drive traffic to microsite.
It is about the theme of “mood food” and seeks to find recipes based around occasions and moods that fit in with consumers’ changing lives and “modern British eating”.
The campaign is said to be the biggest social media activity ever and involves eight celebrity ambassadors including former England rugby player Matt Dawson and Lorraine Kelly on Twitter.
“Mealtimes may be less formal or regular nowadays, but our research shows us that food is more than ever connected to the way we relate, celebrate and relax. The old rules have gone: what we eat and when we eat are decided by how we feel and who is sharing the meal,” says Breige Donaghy, Tesco’s head of Real Food.
The campaign was created by The Red Brick Road, Cedar and Initiative and the program, Tesco Real Food Cook-off, is due to air in September on Channel 5 and UKTV Food.
Source: ISM
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