Sainsbury’s launches food and drink channel on MSN

Sainsbury’s has launched a food and drink channel on MSN UK, Microsoft’s portal. The channel is focused on food ideas and recipes and is said to be the first channel of its kind to be hosted on the sitel.

Under the tie up, Sainsbury’s will working with MSN to provide exclusive online editorial content about food and drink.

The online channel is targeted at mums and household food shoppers and is designed to encourage readers to experiment with recipes and new ingredients, take advantage of in-season, fresh produce; and will draw upon Sainsbury’s Taste campaign. The new channel will also feature cookery videos from Sainsbury’s, including some featuring Jamie Oliver, the TV chef and Sainsbury’s ambassador.

Visitors to MSN will be directed to Sainsbury’s Food and Drink through pages on the portal including MSN Life & Style, Messenger Today, MSN Celebrity, MSN Him and MSN Money. Sainsbury’s and MSN have previously partnered each other with MSN hotsing cookery videos provided by the supermarket since summer 2009.

Sarah Squire, senior brand manager at Sainsbury’s, said: “The launch of the food and drinks channel on MSN allows Sainsbury’s to engage with a new audience and encourage them to think about new ways to shop for and consume food. The partnership enables us to help customers save money on their weekly shop by buying seasonal food, using up leftovers and cooking easy family meals.”

Peter Bale, executive producer of MSN, said: “By linking up with such a well known British brand we can bring MSN’s readers a new authoritative food and drink channel. Sainsbury’s Food and Drink on MSN UK will take the brand to new online audiences, while also providing interesting and compelling content for potential customers by giving fresh ideas on how to use seasonal ingredients.”