Tesco to serve up recipe ideas in YouTube channel partnership

Video: Tesco’s TV ad for its SORTEDfood deal

SORTEDfood is a social media cookery school that has 800,000 subscribers on YouTube and 4 million monthly views. Run by  a team of four, it releases video recipes every few days aimed at both first time and more experienced cooks, with many of the recipes the result of suggestions or requests from its viewers.

The deal with Tesco will include a focus on cooking with everyday essentials and products that have seen their prices reduced in the supermarket’s recent round of price cuts. The SORTEDfood team has come up with three unique recipes using ingredients such as chicken, tomatoes, cucumbers, eggs and milk.

The recipes will air on TV this evening (26 June) in a “bespoke slot” between the national and regional news on ITV. Viewers will be able to find the full video recipes online, with the ad ending with a link through to the Tesco website and the supermarket’s strapline “Every Little Helps”.

Tesco will also be talking to customers about the deal through social media channels and on its Real Food website, which also includes meal planner, health eating and cooking with kids tips.

Leonie Foster, Tesco’s customer communications director says: “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!”

Tesco is the latest supermarket to embark on a content push. Waitrose recently said it would be upping its investment in content marketing and has signed a deal with Channel 4 for a Saturday morning cookery show as it shifts the focus of its marketing communications from selling to inspiring customers.