This week marks the launch of Tesco Ireland’s sponsorship of RTÉ One’s new summer cooking show, All Fired Up, fronted by well-known Dublin chef, Nico Reynolds.
The six-part series will air in a prime-time evening slot on Tuesdays at 7pm, with the first episode airing on the 14 of June. Fire Pit, Tesco’s speciality BBQ range, will top and tail the show.
The series will see Nico whipping up a variety of summer dishes, all influenced by his signature blend of Caribbean cooking with a Latin flare.
The TV Sponsorship marks the launch of Tesco Ireland's summer campaign and their partnership with Nico will play a central role in their promotion of the Fire Pit range across the summer.
In addition to the TV sponsorship, the team at Mindshare have conceptualised an integrated, cross platform campaign. This will see Fire Pit partnership with Nico live online in the form of a recipe video series along with a fully integrated cross platform social media plan that delivers content in snack, bite & meal size. The launch will also include two radio promos with Jennifer Zamparelli and Jenny Greene on RTÉ 2FM to mark the new show on RTÉ One.
Cathal Deavy, Customer Director, Tesco Ireland: “Just like Nico, we want to inspire people to get creative when BBQ’ing this summer season, whatever the weather. Customers can find everything they need for the ultimate barbecue in our Fire Pit range, whether that be the ingredients for marinating or ready-to-BBQ options like the Fire Pit Jalapeno Chicken Drumsticks – we have it all in store or online through Tesco.ie or our new app.”
Catherine Joyce, Business Director, Mindshare – “We wanted a property Tesco a really strong share of voice across . This activity has been planned far beyond the sponsorship of the show, ensuring a consistent brand feel and comms across the Tesco Fire Pit range”.
