Tesco has partnered with SORTEDfood, one of the world’s largest social media cookery channels, to help inspire a new generation to fall in love with cooking and food.
According to the retailer the partnership, which is a media first, will showcase Tesco’s passion for food.
SORTEDfood has over 800,000 subscribers on its YouTube channel, with over 4m monthly views. With many video recipes the result of the SORTED community’s suggestions or requests, engagement levels are claimed to be the highest of any food based YouTube channel.
Originally school mates, Ben, Barry, Jamie & Mike, now dedicate all their time to running the channel where they release video recipes every few days to share with everyone from first time cooks to passionate foodies. Simple recipes are complemented with a heavy dose of entertainment, and tips or twists are often suggested by the community.
Tesco said its first content will focus on cooking with everyday essentials and products where prices are down and staying down. 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 26 June 2014, and will be supplemented by a full video recipe released online.
Leonie Foster, customer communications director at Tesco, said: “We’re delighted to be partnering with SORTEDfood. 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, said: “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.”
The SORTED team recently joined a Tesco Farm to Fork trail, which takes primary school children to Tesco stores and suppliers’ farms and factories to learn where their food comes from. So far over 120,000 children have taken part.