Tesco Finest has been announced as the exclusive launch partner for The Guardian’s innovative new cooking and recipe app, “Feast.” This collaboration marks a significant partnership between Tesco and The Guardian, backed by a six-month integrated campaign designed to place Tesco Finest at the forefront of modern cooking culture.
The partnership, orchestrated by media agency EssenceMediacom, will see Tesco Finest taking center stage across the Feast app, which has already garnered over 135,000 downloads since its soft launch in April. With The Guardian reaching nearly seven million “foodies” each month—more than any other quality news brand—this campaign is strategically positioned to resonate with an audience that values quality food and culinary inspiration.
“We are thrilled to partner with The Guardian to showcase our fantastic range of Tesco Finest products through the Feast app,” said Jess McKenzie, Head of Brand for Tesco Finest. “This partnership offers a unique platform to engage with customers, highlighting the quality of Tesco Finest products while inspiring them with delicious recipes.”
The Feast app will feature a carefully curated collection of Tesco Finest recipes, with a diverse mix of dishes that reflect the brand’s commitment to quality. The campaign will also extend across multiple channels, including digital, audio, newsletters, social media, print, and events. One of the highlights includes shoppable recipes that allow Guardian readers to add ingredients directly to their Tesco basket, as well as exclusive sponsorship of the upcoming season of The Guardian’s award-winning podcast, Comfort Eating with Grace Dent.
Imogen Fox, Chief Advertising Officer at Guardian Media Group, expressed her excitement about the collaboration: “Tesco Finest and The Guardian are a perfect match, united by a shared passion for quality food. This is the first time The Guardian has created a multimedia campaign that incorporates our new Feast app. By partnering with us directly, Tesco Finest is getting the best of what The Guardian has to offer. I can’t wait to try some of these new recipes.”
The campaign, which launched on 12th August, will run for six months, with ongoing content and advertising set to roll out in the coming weeks. All branded content will be clearly labeled according to The Guardian’s content funding guidelines.
This partnership is not just about promoting products; it is about engaging with an audience that appreciates quality food and offering them innovative ways to integrate Tesco Finest products into their culinary experiences. As the exclusive partner, Tesco Finest is positioned to make a significant impact in the world of food and cooking, reaching a highly engaged and discerning audience through The Guardian’s trusted platform.
