Tesco has teamed with Mumsnet for the promotion of its Eat Happy Project, with the aim to help children to understand where their food comes from and teach them how to cook.
The deal, overseen by Initiative, will include sponsored discussion threads, inviting mums to join the conversation and put their thoughts, tips and advice forward around key topic areas, such as their store cupboard essentials and how to get healthy foods into the diets of kids.
Chris Brown, campaign planner at Initiative, said: “This activity demonstrates Tesco’s commitment to use its scale for good and to help children have a happier and healthier relationship with food. We believe this campaign is the best approach to engage the experts – Mums – while bringing Tesco’s wealth of content and resources to the fore to make their lives easier.”
The campaign will be supported by display advertising, homepage takeovers, video and recipe content on site with Mumsnet, and direct marketing to the influential ‘Mumsnetter’ audience via sponsorship of their parenting newsletter.
Mumsnet members will also be able to attend Tesco 'Farm to Fork Trail’ events with their children at a store, suppliers’ farm or factory, where they can learn how to bake bread, fillet a fish and try a new exotic fruit.