Tesco has become the UK’s first retailer to create a series of online cooking tutorials. Let’s Cookalong, for parents and children, is a six week series of themed recipe and skills sessions developed in partnership with the Children’s Food Trust.
The initiative is delivered by Tesco’s digital agency Zone, as part of an ongoing remit across the retailer’s Eat Happy project to help children have a healthier and happier relationship with food.
Launching today with five picnic recipes, new 3-12 minute video tutorials will be released every Tuesday on both the Eat Happy website and dedicated YouTube channel. Each week over the school holidays new recipes will be released with a different theme, including Moroccan, Barbeque and Indian. Supplementary how-to videos will help parents teach their children kitchen skills such as safe chopping and grating techniques.
The tutorials follow research commissioned by Tesco which shows 25% of parents cook with their children all the time and 49% occasionally, but many feel in a rut with their current recipe repertoire. The research also highlights the majority of parents’ desire to be the ones who teach their children to cook.
Let’s Cookalong is the fourth piece of Eat Happy activity since the project’s launch in March 2014. Developed with the aim of helping children eat more healthily, Eat Happy has now seen over 925,000 4-11 year olds participate in Farm to Fork Trails at Tesco stores and via suppliers nationwide; the UK’s first ever Online Field Trips connecting primary school classes to global food growers and free Let’s Cook courses.
All resources for Let’s Cookalong, along with all other Eat Happy initiatives, will sit on Tesco’s www.eathappyproject.com campaign hub, created by Zone.
Josh Hardie, Group CR Director at Tesco, speaking on behalf of the Eat Happy Project said:
“We know families around the country love to cook together, which is really important because children that grow up learning to cook and eat healthily go on to lead healthier lives.
“Trying a new recipe can seem daunting but tasty, healthy meals needn’t be complicated or need lots of expensive ingredients – this is the inspiration behind our new Let’s Cookalong summer series and we want as many families as possible to take part this summer.”
Zone UK CEO Jon Davie said: “Tesco’s ambitions for the Eat Happy Project are huge and digital is uniquely placed to help fulfil them. These ‘how to’ videos take online tutorials to the next level with tried and tested skills and tips from The Children’s Food Trust, allowing us to deliver a unique, fun, educational experience to millions of –children and parents nationwide – something we simply couldn’t replicate in the real world.”