Fresh from winning the Grand Prix at the 2025 Newsworks Awards, Tesco’s campaigns stand as a benchmark for what powerful news brand storytelling can achieve.
In this edition of ‘A further look into’, Newsworks’ takes inspiration from the winning case study and dives into the long-standing partnership between The Guardian and Tesco by speaking directly to both the news brand and Essence Mediacom about Feast,
The collaboration successfully showcases how multi-platform campaigns can be used to elevate food inspiration. Feast offers news brand readers shoppable recipes, premium content and podcast moments including Comfort Eating with British food critic and author Grace Dent to spotlight Tesco’s Finest brand.
Digital channels and formats are used to celebrate great food culture, perfectly paired with The Guardian’s food savvy audience.
A multi-platform feast
This is a multi-channel campaign, bridging digital, print, video, social, and display, as well as podcast activity as part of the partnership.
High-quality produced recipe content with supporting eye-catching imagery helps bring to life the quality and variety of Tesco Finest products, translating well across all channels.
Audio also played a particularly powerful role, Essence Mediacom explains that food naturally appeals to multiple senses, and podcast host reads gave the partnership the perfect forum to land quality messaging in an immersive and descriptive way.
This partnership displays how context and innovation successfully combine to deliver meaningful impact and deliver tangible results, proving how effective creativity in trusted environments can be.
Creative collaboration and delivering impact
After twelve months of collaboration, the partnership has evolved into a “well-oiled machine.”
The delicious recipes continue to achieve huge dwell times, with audiences engaging far beyond original expectations. The campaign not only met its objectives but exceeded them. All booked KPIs were surpassed.
The success with sales across the Tesco Finest brand has grown and content shoots have become a creative and collaborative space for everyone involved.
It’s a campaign that proves the enduring power of news brand environments to tell stories that inform, inspire, and ultimately, influence.
The Guardian’s partnership with Tesco Finest celebrates quality food and premium storytelling. As the exclusive sponsor of our Feast app, Tesco Finest enjoyed 100% share of voice with shoppable recipes and multimedia content showcasing the breadth and quality of the range.
