Helping Tesco feed the nation with helpful food content for all
Tesco is the UK’s largest supermarket with a brand promise focused on helpfulness, value and quality. For over 16 years, Cedar has been helping to inspire and empower customers by making shopping, cooking and eating as easy and enjoyable as possible. We do this by marrying first-class content with market-leading experiences, ensuring that Tesco thinks like a publisher as well as a brand. Tesco’s reach allows us to put data at the heart of our work with a focus on growing SOV through a rapid programme of digital transformation.
The UK’s biggest food magazine, with 4.65m readers, delivers a compelling mix of trend-led and family-focused articles, recipes, tips and advice every month. Generating a huge amount of brand engagement, with readers spending an average of 29.5 minutes with every issue, Tesco Magazine elevates perceptions around quality, value and health, and empowers the nation to cook an astounding 34m meals a year.
Tesco Real Food, the 3rd biggest recipe site in the UK, is at the heart of the retailer’s online presence, reaching 3.7m users each month. Its 6,500 recipes, helpful videos and budget meal plans provide an invaluable archive for UK mealtimes.
The site leads with data-led innovation – from meal planners and calculators to interactive quizzes and videos – which helps to generate vast amounts of insight. Our newsroom team are able to respond to this in real time, creating relevant content for all channels. Perception metrics continue to prove successful (+3% non-website users).
'Cedar are incredibly proactive and genuinely feel like an extension of the Tesco team, always seeking out new ways to help meet our business objectives. We trust that they are experts when it comes to food and our customers, and they understand where our content needs to be – and when. I am so proud of the content we create together.’
Judges praised the Tesco Christmas campaign for its ‘well thought-out content that’s produced very good results’.
Tesco was awarded the gong for its sticky beef and cashews pin, which continues to be one of the highest performing recipes on its Pinterest channel.
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