Tesco and Mumsnet Partner to Promote Food Knowledge amongst Kids

Tesco and online hub Mumsnet have joined forces in a 10 week partnership to promote an initiative called the 'Eat Happy Project'.

Developed by Tesco, the project aims to teach children how to cook, along with giving them an understanding of where their food comes from.

Overseen by the Initiative Agency, the promotional campaign includes sponsored discussion threads encouraging mums to contribute their thoughts, tips and advice around related topics, such as how to introduce healthy foods into their children's diets and what they feel are store cupboard essentials.

Mumsnet members will also be invited to attend Tesco sponsored 'Farm to Fork Trail' events at a store, suppliers' farm or factory, where their kids will be encouraged to try a new exotic fruit and taught how to bake bread plus fillet a fish.

The campaign will be supported by display advertising, homepage takeovers, video and recipe content, along with direct marketing targeting the 'Mumsnetter' audience through sponsorship of their parenting newsletter.

Campaign planner at Initiative, Chris Brown, commented: "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."

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