Tesco and MyDish Partner Together To Reach New Audiences
Tesco.com will now link its shopping basket to increasingly popular website MyDish so that users can buy ingredients featured in their recipes, while Tesco's Real Food site has links to MyDish. The reciprocal move aims to develop a wider audience base.
MyDish reports 30 000 registered users and 250 000 unique visitors per month. It is funded by commercial partnerships to facilitate sponsorship and display advertising around food and drink verticals. Brands that have sponsored the site since its launch in August include Coca-Cola, Patak's and Twinings. The site also produces content for Mail Online's Femail section.
Carol Savage, MyDish founder, commented, "We're providing more content for their sites, making them more sticky. As a result, we're targeting at least another 100,000 web users, really extending our reach."
She added, "We're seeing brands using the sponsorship in really different ways... Coca-Cola has opted for an integrated approach over a six-month period, promoting recipes and targeting ads around these, while brands like Patak's have got involved in user reviews, and Twinings has had us put voucher codes on."