Sunday Times and Tesco link for healthy eating promo

by Daniel Farey-Jones,, Brand Republic 05-Jan-05, 11:00

LONDON – The Sunday Times is giving away a free sampler version of a healthy eating book, 'The GI Guide', in a deal with Tesco, which is promoting and selling the full version, and publisher Virgin Books.

The book's full title is 'The GI Guide: Understanding the Glycaemic Index, Healthy Eating, Lifestyle and Shopping'. Written by Rick Gallop, the author of the bestselling 'The GI Diet', and Hamish Renton, Tesco brand and project leader, the book is available only in Tesco, priced £3.99.

The Sunday Times' 80-page, perfect-bound sampler will be published free with the paper on January 9. The giveaway will be promoted with a heavyweight national TV and radio campaign.

In addition, The Sunday Times Style Magazine will publish three free 20-page recipe books based on the GI programme on January 9, 16 and 23.

Katie Vanneck, promotions director at Times Newspapers, said: "The partnership with Tesco gave this promotion an extra element of appeal as it not only gives us added value for our readers but it also gives us another platform to communicate with our target market. We were also attracted to 'The GI Guide' because it stands out from quick-fix eating plans."

Renton said that the publication of 'The GI Guide' was the next logical step in Tesco's promotion of the concept of GI.

"We are delighted to be co-promoting with Style magazine, which offers independent validation for what we are trying to achieve. We will back this up with GI labels on our food packs -- and we are aiming to have 1,000 low or medium GI products available at Tesco by late 2005."

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