Tesco is the first UK brand to make use of Twitter's Promoted Moments feature, with Xbox and Sky set to follow.
Launching today with Tescos' #FeelGoodCookBook campaign, the new offering aims to provide a "highly visual and immersive" ad format, according to the social network.
Twitter unveiled Moments, a curation service, in the UK in December to present trending content, typically pulled together by a team of ex-journalists. Sponsored Moments are a little different as marketers are handed the reigns to curate.
Tesco's initiative, created by Mediacom and BBH, centres around the retailer's latest recipe book, allows users to flick through the book and share images, videos and instructions with their followers.
It's not currently known how much the promotion set Tesco back, The Drum has reached out to the supermarket but it declined to comment.
Sources told Digiday back in December that "$1m (£700,000) "was the price on the table" for advertisers, but no official pricing plan has been released by Twitter.
Twitter's managing director, Dara Nasr, said he was "delighted" to see brands developing "compelling campaigns which really play to the strengths of Moments: one of our richest products for storytelling."
Claire Hoey, marketing manager at Tesco said: "We're thrilled to be a launch partner for Promoted Moments. Simple food ideas and recipe inspiration form the core of our Twitter content - and our #FeelGoodCookbook Promoted Moment gives us the opportunity to tell this story in an even more visual and impactful way."
Sky’s campaign is set to be announced in due course, while Xbox will use Promoted Moments to launch gaming title Quantum Break with a promised "time-amplified action and a suspenseful storyline brought to life in a way never done before in the gaming world."