In a first for the news brand, a text-to-speech player has been embedded within 50 of its most popular and seasonal recipes
The player is sponsored by Tesco and will stay in place to ensure long term impact. This new functionality helps to open up more dishes to people who have previously struggled with recipes thanks to additional multi-sensory cues and safety instructions.
A huge range of physical and cognitive accessibility needs were studied by The Telegraph to create the most useful scripts with pace, tone of voice and sequence carefully considered to ensure the audio is clear, emotionally nuanced and easy to follow.
Alongside this work, branded articles highlight the supermarket’s championing of inclusive cooking and its promise to make kitchens and recipe production spaces where everyone feels welcome.
Tom Chard, lead media manager at Tesco, said: “We work hard to make Tesco a place where everyone is welcome, and we’re thrilled to be partnering with Telegraph Media Group in their commitment to making 50 of their most popular recipes more accessible.
“This act aligns with our ‘Now We’re Cooking’ campaign, that rethinks how we can help people cook in ways that work for them.”
Fleur Rollet-Manus, director of client sales and strategy at Telegraph Media Group, said: “We are always seeking out new ways to deliver innovative commercial solutions for our partners. By introducing text-to-speech functionality across The Telegraph’s 50 most popular recipes, we are bridging the gap between expert culinary content and true accessibility.
“This campaign is rooted in a shared purpose, and together with Tesco, we are taking a major step forward in ensuring that the joy of cooking is accessible to all.”
