Tesco signs unique deal with social media channel

Tesco has partnered with social media cookery channel SORTEDfood, aiming to inspire a new generation to fall in love with cooking and food.

SORTEDfood has over 800,000 subscribers on its YouTube channel, with over four million monthly views – and Tesco’s partnership represents the first media link-up of this kind.

The food-themed YouTube channel aggregates recipe videos based on suggestions and/or requests from its community, and Tesco’s first input will see the grocer focus on cooking with everyday essentials and products where prices are down and staying down.

Tesco said that this is one of the areas where customers said they wanted some inspiration, so Tesco challenged the SORTED team to develop three unique recipes using ingredients like fresh chicken, tomatoes, cucumbers, eggs and milk. The video aired for the first time on a bespoke air slot between the national and regional news on Thursday 26 June, and is being supplemented by a full video recipe released online.

Leonie Foster, customer communications director at Tesco, said: “We know our customers love tasty, simple and delicious recipes and are always looking for great value meal solutions.

“So whether a first timer or an experienced cook, customers will find something that they enjoy cooking. We’re inspired by the creativity of the SORTED team and hope our customers are too!”

Barry Taylor of SORTEDfood commented: “Working with Tesco is a great way to amplify what we do and connect with an even wider community, hopefully encouraging them to get in the kitchen and try something new.”

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