IPC Media has announced it has agreed a deal with Tesco to promote the supermarket’s Everyday Value Range across seven of its brands.
Planned and bought by media agency Initiative, the campaign is aimed at mothers and will run in Woman, Chat, Pick Me Up, Essentials, woman&home, What’s on TV and Goodtoknow.co.uk.
It will integrate print, online, mobile and include a bespoke game and represents the biggest collaboration between the companies to date.
Angela Porter, senior marketing manager at Tesco said: “By teaming up with these key IPC magazines and the Goodtoknow website, Tesco is able to reach those people who are considerate in their shopping choices - mums who are looking for great prices but consistently high quality.
“This cross-media approach is a great strategy for Tesco during such an important brand launch.”