Online interaction will help the new Tiny Taste Team judge Sainsbury’s taste of summer campaign.
Sainsbury’s is launching a new online project where kids will judge parents’ attempts to create summer themed recipes.
A cook-off will be aired on the retailer’s Facebook page every week over a four-week period, where three nine-year-olds will judge amateur chefs’ efforts to create fun food from Sainsbury’s ingredients.
The Tiny Taste Team is the brainchild of Sainsbury’s new digital marketing partners Dare.
Sarah Squire, Senior Brand Manager at Sainsbury’s, commented: “The Tiny Taste Team is a digital extension of our work with Jamie Oliver to provide food inspiration to our customers.
“Facebook and Youtube are the perfect places to create a conversation around food and allows us to help mums find recipes their kids will love this summer holiday period.”
Dare started working with Sainsbury’s earlier this year after fighting off fierce competition for the contract and succeeded advertising agency AKQA.
Will Nicholls, Board Account Director on Sainsbury’s at Dare, commented: “This is our first major campaign for Sainsbury’s since being appointed as lead digital marketing agency in April.
“In line with our original pitch thinking, the Tiny Taste Team is a clear demonstration of digital inspiring accessible aspirations for everyday cooking.”