Created by Cedar, Tesco's content marketing partner, the new approach is designed to inspire customers across three core pillars - food, family and living. The magazine, website and social platforms are packed with ideas to help customers enjoy great food experiences, from planning the weekly shop to cooking nutritious meals to share with friends and family. They also integrate relevant, entertaining lifestyle content.
The new magazine brings together Tesco Real Food and the old style A5 Tesco magazine, both bi-monthly titles, to give customers a larger, unified print title produced 10 times a year.
It comes in print and tablet form, with an augmented reality cover and click-to-buy features delivered using the Metaio platform and the Tesco Discover app.
The magazine launches alongside a new content hub, which delivers food and lifestyle content through a single portal.
There are also 35 new recipe videos, including brand new interactive YouTube videos where the customer can click menus within the visuals to choose which recipe they want to learn more about. This is all in addition to over 300 existing videos covering recipes, cookalongs and provenance pieces showing where our food comes from.
Customers can also join the Love Every Mouthful food conversation across six social channels - Twitter, YouTube, Pinterest, Instagram, Facebook and Google+.
Tesco magazine is already the nation's biggest print title with each issue attracting up to 7.2 million readers - according to the 2012 NRS - and the August ABCs showed that it has the highest circulation of any UK magazine.
dunnhumby, the world's leading customer science company, continue to handle advertising sales across the new print and digital platform, as well as the ongoing research and insight into the Tesco shopper.
The magazine will be available in Tesco stores from 16th September.
Check out the new magazine in this video.
‘The new Tesco magazine and digital content marks a fresh approach to sharing our passion and care for food with customers,' said Emma Arnold, Head of Publishing and Content at Tesco. ‘All the recipes and lifestyle ideas have been designed with our customers at heart, and we can't wait to hear what they think when the magazine hits stores.'
‘Customers told us they wanted more content, more frequently, across more channels; so that's what we have created,' said Maureen Rice, Editor-in-chief at Cedar. ‘This new magazine represents the fantastic evolution of Tesco's industry-leading content.'
‘Advertisers are already engaged with the huge and significant audience that Tesco Magazine reaches. The new magazine brand - both in print and digital - coupled with dunnhumby's unique insight into the Tesco shopper, gives even more targeted and creative opportunities', said Sharon Stuart, dunnhumby's Head of Publications and In-Store Media sales.