Tesco launches Real Food magazine

Tue, 19 Jan 2010 | By Rosie Baker

The magazine launch will be accompanied by an insight initiative to help advertisers see the impact of ads on shopper behaviour, led by the creator of Tesco’s Clubcard loyalty scheme, Dunnhumby.

The Real Food magazine, published by Cedar Communication, launches in March as a 60-page, “handbag-sized” title with a circulation of 1.25 million.

The magazine aims to provide customers a practical guide to planning and cooking meals alongside recipes, advice and money saving tips.

Additionally, Tesco is launching a website to accompany the magazine which consolidates all Tesco’s digital food content and allows customers to access recipes, video cooking tutorials and meal planners with direct click-to-buy links to Tesco’s online grocery channel.

The supermarket is also relaunching its existing bi-monthly lifestyle magazine in the same “handbag-sized” format.

Carolyn Bradley, Tesco UK marketing director, says: “Our customers are passionate about their food and they want real solutions to real, everyday problems. Whether it’s a busy mum or a gourmet cook, they are always looking for inspiration and advice. The launch of Real Food magazine and website gives our customers something truly special, designed to help them enjoy food even more.”

Kate FitzGerald, Clubcard & publishing product director at Dunnhumby, says: “The Real Food magazine is going to really help customers and offer advertisers an exceptionally strong way of reaching them. To be able to analyse what direct sales affect magazine advertising and coupons have had on reader behaviour is like gold-dust to marketeers and we’re currently working hard to achieve this.”