The partnership’s multi-channel deal will help readers get the most from its recipes.
As part of the brand’s “There’s an Ocado just for you” campaign, readers of The Guardian will enjoy a year-long partnership allowing them to shop for ingredients directly from the page. Driving brand awareness and direct acquisition, the partnership aims to breathe life into the breadth of Ocado’s range.
The partnership launched in last Saturday’s copy of Feast – The Guardian’s acclaimed Saturday food magazine – in which every recipe carried a unique QR code taking readers directly to the website to buy ingredients. Online readers have access to direct links from their webpage.
The depth of the partnership is a first for both The Guardian and Ocado: Ocado will own all ad inventory throughout the year in Feast, both in print and online. There will also be special paid content features celebrating and exploring Britain’s diverse food culture, capitalising on Ocado’s huge range and Britain’s biggest food moments from Easter to Eid.
The partnership also encompasses a new podcast released in June. Each week in ‘Comfort Eating with Grace Dent’, Dent speaks to a celebrity guest about the food that kept them going during the biggest moments of their lives. Ocado owns all the ad inventory in Feast’s first extension into audio, including a new, bespoke branded segment that takes a peek at readers’ Ocado shopping lists.
Remarking on the new opportunities for The Guardian’s readers, Feast editor Tim Lusher said: “Feast is all about inspiring new ideas for modern cooking. I’m delighted Ocado is supporting us and making it even easier for readers to try more of our delicious recipes by bringing the ingredients straight to their kitchen.”