The Guardian and EssenceMediacom have announced an exciting new six month multi-channel partnership with Tesco Finest. The campaign will place Tesco Finest’s food offering at the heart of the Guardian’s modern spin on cooking culture
Tesco Finest will run across the Guardian’s new cooking and recipe app Feast in a premium multi-channel campaign that includes original branded content, shoppable recipes, bespoke audience targeting and sponsorship of the award-winning podcast, Comfort Eating with Grace Dent.
The Guardian’s premium environment aligns with Tesco Finest’s brand credentials, helping drive consideration with an audience engaged in quality food. Some 70% of Guardian readers turn to its food content for cooking inspiration.
A first for the Guardian, the campaign includes Tesco Finest’s exclusive sponsorship of newly launched cooking and recipe app Feast. Tesco Finest has 100% share of voice throughout the Feast app. Over the coming weeks, the app will showcase a carefully curated collection of Tesco Finest recipes with a diverse mix of foods that demonstrate the breadth and quality available from the brand.
The integrated campaign will soon feature Tesco Finest-branded content across digital, audio, newsletter, social and print formats, as well as events. Highlights include shoppable recipes that will direct Guardian readers to a Tesco basket loaded with ingredients from the Tesco Finest recipe collection and sponsorship on the upcoming season of the Guardian’s food podcast Comfort Eating with Grace Dent launching this autumn.
The Guardian’s multi-channel approach to partnerships is effective and influential, adding the most brand value. Benchmarking research into the Guardian’s ad effectiveness shows that multi-channel consumer campaigns see greater uplifts (vs. digital only) particularly when it comes to metrics such as brand consideration and brand love.
Digitally, the campaign is driven by strategic targeting, making the most of the Guardian’s deep audience insights built from previous collaborations with Tesco. Guardian technology will deliver takeovers during peak activity times for Tesco Finest’s target audience.
Jess McKenzie, head of brand at Tesco Finest, said: “We are excited to be partnering with the Guardian to showcase our fantastic range of Tesco Finest products through the Feast app. The partnership provides a platform to engage customers around Tesco Finest’s product quality and inspire customers through delicious recipes.”
Imogen Fox, chief advertising officer, Guardian Media Group, said: “Tesco Finest and the Guardian work perfectly together because we share a love of quality food. We’re really excited as this is the first time the Guardian has ever created a multimedia campaign that incorporates our new Feast app. Buying direct with us gives brands the best of the Guardian. I can’t wait to try some of these new recipes.”
The campaign started on 12 August and will run for the next six months.
