Tesco China takes food inspiration online

15 October 2012

Tesco launched ‘The Food Site’ in China last week, delivering the best in recipe ideas, nutritional information and food education online. The portal is the first food website of its kind to be offered by a retailer in the region – marking a watershed in online content for supermarkets in China.

The Food Site – or ‘You Xian Yuan’, meaning ‘Good and Fresh’ in Chinese – has launched with 200 helpful recipes, that will build to 600 recipes over the next eight months. Taking inspiration from Tesco Real Food in the UK, the content was developed entirely in Mandarin by Cedar’s Shanghai office, and seeks both to inform and inspire customers by featuring classic Chinese dishes as well as new cooking ideas.

The site will play an important role in building the reputation of Tesco as a trusted international food retailer valued by its customers for quality produce.

Karen Low, Head of Brand Communication from Tesco China said:

“We are on a journey to build our brand as one of the most highly valued in the region – an international retailer that understands Chinese customers better than anyone. The Food Site is an integral part of that journey; responding to our customers’ needs for more information and reassurance in important areas such as food safety, healthy eating and convenient meal preparation. The customised content Cedar has developed will ensure we provide a happy shopping experience that suits our local customers as we continue to expand in this market.”

Cedar’s International Client Services Director James Mastin said:

“With Chinese markets becoming increasingly competitive, developing smart online content is essential for brands looking to make their mark. The Food Site is the right proposition for this marketplace, delivering mealtime inspiration while tapping into customers’ needs around food safety. All of this works to reinforce their confidence in the Tesco brand.”

Last year Tesco partnered with Cedar to launch China’s first consumer retail magazine – Tesco Lifestyle. Cedar is one of the first UK content marketing agencies to expand into Asia, building on its growing reputation as a leading global creative and commercial content agency.  


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