MSN UK and Sainsbury’s launch food and drink channel

MSN and Sainsbury’s have joined forces to create Sainsbury’s Food and Drink on MSN UK.
The channel will focus on tasty food ideas & recipes and is the first channel of its kind to be hosted on the portal. The new partnership, which launches today, will see the supermarket working with MSN to provide exclusive online editorial content about all things food and drink. The deal was brokered by Sainsbury’s London based media agency, PHD.
The online channel, targeted at mums and household food shoppers, is designed to encourage readers to experiment with recipes and new ingredients, take advantage of in-season, fresh produce, and will draw upon Sainsbury’s existing TASTE campaign. The new channel will also feature cookery videos from Sainsbury’s, including some featuring the grocer’s brand ambassador, TV chef Jamie Oliver.
Visitors to MSN will be directed to Sainsbury’s Food and Drink through pages on the portal including MSN Life & Style, Messenger Today, MSN Celebrity, MSN Him and MSN Money. This new partnership between Sainsbury’s and MSN is part of a long standing relationship between the two, with MSN having hosted inspirational cookery videos provided by the supermarket since summer 2009.
Sarah Squire, Senior Brand Manager at Sainsbury’s, comments:
The launch of the food and drinks channel on MSN allows Sainsbury’s to engage with a new audience and encourage them to think about new ways to shop for and consume food.