Telegraph and Sainsbury's set up restaurant initiative
Sainsbury's is bidding to drive revenue by teaming up with Telegraph Media Group (TMG) to launch a specialist menu featuring its revamped Taste the Difference range.
Sainsbury's: links up with the Telegraph Media Group
Readers and subscribers to The Daily Telegraph can enter a competition to enjoy a three-course meal at the Cantina Vinopolis in Borough Market, London, on two dates, September 27 and October 4.
No financial details have been disclosed of the commercial tie-up between TMG and Sainsbury's, which has been planned by Sainsbury's media agency PHD.
Moges Woldes, head chef at Cantina Vinopolis, will cook for readers using ingredients from the range.
Charlotte Bristow, media group manager at PHD, said: "The Telegraph partnership is a key element in the overall media mix for this campaign.
"It provides a fantastic opportunity to showcase and engage our core audience in the new and improved products and really get them tasting the difference."
As part of the overall campaign, the Taste the Difference restaurant menu will feature in the following Saturday’s Weekend section of The Daily Telegraph, with the dishes reviewed by Telegraph readers.
The promotion also extends to a cover wrap of the Weekend section on 25 September, and a dedicated microsite that will go live the same day. The site will offer how-to videos, which users can watch to see how to recreate the dishes at home.
The Sainsbury's campaign also includes a new spot for the long-running Jamie Oliver-fronted series of ads. The spot features the celebrity chef attending a street party in a British village, where residents are shown enjoying a selection of products from the revamped range.
This article was first published on mediaweek.co.uk
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