Tesco turns to IPC stable to promote Everyday Value range

Tesco: Everyday Value range is promoted on the Goodtoknow recipes channel
Tesco: Everyday Value range is promoted on the Goodtoknow recipes channel

Tesco is promoting its Everyday Value range with a cross-media deal spanning seven IPC Media brands: Woman, Chat, Pick Me Up, Essentials, Woman & Home, What's On TV and Goodtoknow.co.uk.

Planned and bought by Initiative, the campaign targets mums who are under everyday pressure to make household budgets stretch further.

The campaign aims to integrate print, online, mobile and a bespoke game, all offering mums helpful hints, tips and advice on how to feed the family while sticking to a weekly budget.

It includes a bespoke hub which has been launched on the Goodtoknow recipes channel.

The hub will include a recipe of the day and savvy tips and tricks to showcase ways that readers can be smart with their money. The Goodtoknow What's for Dinner app will be sponsored for three months.

In addition, a bespoke game, entitled ‘Savvy Shopper’, has been created by IPC’s in-house games division, IPC Play.

Consumers can also build recipes by selecting items from a fridge and get bonus points if they select items from the Tesco Everyday Value range.

Print advertorials will showcase the Everyday Value range, positioning it as the choice for savvy shoppers.

Sponsorship of editorial franchises including an extension of the cook cards in Pick Me Up, sponsorship of the "Bit on the side" in Chat, and new franchise "Tasty TV" in what’s on TV.

The campaign was bought by Sarah Tsirkas, head of magazine brands at Initiative.

Matt Downs, creative media director at IPC Media, said: "We are delighted to be working with Tesco. The Everyday Value range is a perfect fit for our brands. Our audience cares about providing cost-effective yet delicious meals for their families and we have created a campaign that engages with them in a variety of ways.

"Not only does it offer our audience useful tips on how to make savvy shopping choices and tasty, easy-to-make recipes, but the game also adds even deeper engagement with an element of fun."

The news follows Tesco's recent partnership with augmented reality platform Aurasma, which aimed to bring virtual window shopping to its smaller central London stores, to push its F&F clothing range.

Follow Nick Batten on Twitter @NickBatten2

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