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Social Media Asda Iceland

Tesco is the most visible UK supermarket on Pinterest, with Asda and Waitrose hot on its heels


By John McCarthy, Opinion editor

March 26, 2015 | 3 min read

A study of major UK supermarket chains’ Pinterest presence has found that Tesco's content is the most ‘Pinned’ material.

Supermarket branded recipe ideas were the most shared material on the visual bookmark site, with an Asda recipe for a Penguin-themed festive cake earning more pins than any other supermarket web page.

The study, by search and content optimisation firm, Searchmetrics, analysed the visibility of nine leading UK supermarket websites on Pinterest. Tesco topped engagement with the most pins (43,834), followed by Asda with 35,304 and Waitrose with 19,474.

Asda’s Penguin cake was the most shared content by far garnering 11,997 pins.

A One-Pot Cider Chicken from Waitrose and Cranberry Camembert puffs recipe from Tesco followed earning 1,677 and 1,343 pins respectively.

Marcus Tober, chief technology officer and founder of Searchmetrics, said: “Pinterest has often been associated with recipe sharing so it’s not surprising that the trend continues with the supermarkets recipe pages being very popular on the site.

“For the stores, getting their recipes shared on social networks is a great way to potentially drive sales of ingredients.”

Over a period of four weeks between February and March, Asda collected 1,219 pins per week, followed by Tesco (684) and Waitrose (203).

The full list can be viewed below with clickable links to the Pinterest pages in question.

1. Tesco, 43,834 total pins, 41,581 followers

2. Asda, 35,304 total pins, 4,442 followers

3. Waitrose,19,474 total pins, 5,319 followers

4. Sainsbury’s, 4,224 total pins, 37,012 followers

5. Co-operativefood, 1,434 total pins, 853 followers

6. Aldi, 991 total pins, 5,440 followers

7. Morrisons, 350 total pins, 1631 followers

8., no UK Pinterest page, 70 total pins

9. Iceland, 34 total pinned pages, 2 followers

Pinterest has been reported to have over 70 million monthly active users globally.

Social Media Asda Iceland

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