Bisto is the headline sponsor for this campaign and it is the first ever cross-platform sponsorship of a key editorial initiative with BBC Good Food, say the publishers. Every month BBC Good Food will highlight a different recipe, showing readers how to create the recipe themselves with step-by-step photos and video guides. The editorial initiative came from BBC Good Food’s State of The Food Nation survey from 2014 which revealed that half of us can cook no more than five recipes from memory. This campaign is designed to take that number to ten.
The campaign mechanics will incorporate:
* Print – a regular monthly feature with the hero recipe, with a link back to bbcgoodfood.com where there is a dedicated Take it to 10 section.
* Online – a dedicated Take it to 10 section which will feature the hero recipe each month as well as variations on that recipe, video guides, recipe collections and other relevant content to help the user learn and cook it from memory.
* The editorial initiative is on-going but the commercial campaign with Bisto lasts till March 2016.
Nicola Shubrook, Head of Print & Partnerships said, “We are pleased to announce this new sponsorship deal, the first of its kind. BBC Good Food is the country’s biggest food media brand and the survey we launched last year really helped to lead the national conversation on food. The editorial team uncovered the number of recipes that the average person can cook and have launched a campaign to boost this number to 10. Bisto and BBC Good Food are a good fit as both share an interest in families eating together. Take it to 10 works by helping grow meal repertoires and enhancing a family’s time together. It is fantastic to be able to offer this as a sponsorship opportunity across different platforms.”
Naomi Shooman, Marketing Controller for Bisto said: “Bisto is an iconic British brand with a strong heritage in bringing families and friends together around food for over a century. Research we conducted revealed that moments of togetherness are increasingly important to modern consumers. Consumers are seeking convenient, easy to use solutions where they don’t have to compromise, and Bisto is well placed to meet these needs. We’re delighted to be partnering with BBC Good Food on Take it to 10.”
The deal was brokered by Carat.
