Tesco has teamed up with SORTEDFood, the UK’s largest social media cookery channel, to help inspire a new generation to fall in love with cooking and food.
SORTEDFood has more than 800,000 subscribers on its YouTube channel, with over four million monthly views. It describes itself as ‘the largest cooking conversation on YouTube’.
The channel was launched by Ben Ebbrell, Mike Huttlestone, Barry Taylor and Jamie Spafford. Originally school friends, they now dedicate all their time to running the channel, where they release video recipes every few days. Simple recipes are complemented with a heavy dose of entertainment, and tips or twists are often suggested by the community. Tesco said: “With many video recipes the result of the SORTEDFood community’s suggestions or requests, engagement levels are the highest of any food based YouTube channel.”
The supermarket chain’s first content will focus on ‘cooking with everyday essentials and products where prices are down and staying down’. Tesco says this is one of the areas where customers have said they want some inspiration, so the grocery multiple challenged the SORTEDFood team to develop three unique recipes using ingredients such as fresh chicken, tomatoes, cucumbers, eggs and milk.
The video will air for the first time on a bespoke air slot between the national and regional news today (Thursday June 26), and will be supplemented by a full video recipe released online.
Tesco customer communications director Leonie Foster said: “We’re delighted to be partnering with SORTEDFood. We know our customers love tasty, simple and delicious recipes and are always looking for great value meal solutions. So whether a first timer or an experienced cook, customers will find something that they enjoy cooking. We’re inspired by the creativity of the SORTEDFood team and hope our customers are too!”
SORTEDFood director Barry Taylor commented: “Working with Tesco is a great way to amplify what we do and connect with an even wider community, hopefully encouraging them to get in the kitchen and try something new.”
Fellow director Ben Ebbrell was a special guest at the Housewares Innovation Awards 2014, where he presented trophies to winning retailers and suppliers, while the SORTEDFood team gave a presentation at the Housewares Conference 2013, explaining how they have become a global online sensation, attracting a vast following with their video recipes and advice. The Housewares Conference & Housewares Innovation Awards are organised by www.HousewaresLive.net and Housewares Magazine.