Sainsbury’s introduces Tiny Taste Team

Posted by Josette Dunn on 9th August 2010

It’s a case of Junior Masterchef meets Ready Steady Cook in Sainsbury’s new taste of summer online campaign. Except there’s a twist: Contestants’ summer themed recipes will be judged by three nine year olds on creativity, “fun-ness” and of course, taste.

One new summer themed recipe episode will air every week over 4 weeks on Sainsbury’s Facebook page, under the “Summer Ideas” tab. The short clips aim to inspire and help mums and dads find new and interesting ideas for feeding their kids’ imaginations, and bellies, during the summer holidays.

Sainsbury’s believes that you should not just eat food, taste it – and taste, therefore, plays an essential role throughout the four videos about picnics, BBQs, baking and packed lunches. Viewers will also be able to download the recipies of the dishes prepared in the clips on the Sainsbury’s Facebook page.

What better way to get the message of taste across than a group of young food fans who invite adults to take part in a series of mini cook-offs. Over the course of four short films the Tiny Taste Team challenges groups of mums, dads and grans to create a range of dishes; from a picnic treat to the ultimate burger and finally ‘Packed lunches’ to inspire parents with kids going back to school. The prize? The Tiny Taste Team’s seal of approval.

Sarah Squire, Senior Brand Manager at Sainsbury’s said: “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 place to create a conversation around food and allows us to help mums find recipes their kids will love this summer holiday period.”

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.”

Collectively, the films provide entertaining content with inspiring recipes at their heart. Not only do they show kids enjoying and interacting with food but, viewers can comment on and share the recipes once they’ve viewed them via Facebook.