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YouTube’s Sorted Food star in new Asda campaign

Sorted Food the social media movement dedicated to cooking and inspiring millions of people to get joy from food, has partnered with Asda, to host the… View Article


YouTube’s Sorted Food star in new Asda campaign

Sorted Food the social media movement dedicated to cooking and inspiring millions of people to get joy from food, has partnered with Asda, to host the retailer’s new ‘Taste Test’ campaign and put the quality of their products to the test.

With over 2.7 million subscribers on YouTube, Sorted Food is renowned for putting food brands through their paces in its independent taste tests and ‘chef review’ episodes. From trialling the latest street food trends to the best BBQs for summer, the videos are enjoyed by millions of the Sorted community every week.

In the new Asda campaign, the retailer aims to demonstrate that great quality food is for the many, not the few. Asda has pitched its food against high-end luxury food retailers, including Harrods, Harvey Nichols, Fortnum & Mason and Selfridges. Using their reviewing expertise, the four co-founders of Sorted Food host the taste tests within the TV and social adverts that will air throughout the summer.

Jamie Spafford, Sorted Food Co-Founder, comments, “The Sorted Food mission is to help people live their best life through amazing food, so it is really interesting for us to be working with Asda on this campaign which helps to bring delicious, quality food to everyone, no matter what their budget.”

Sorted Food was started by four school friends in 2010 and has grown to become one of the world’s biggest online food communities with over three million members across the globe. It is dedicated to helping everyone enjoy delicious food and become awesome home cooks. Last year it launched its Recipe App Sidekick to help people create delicious mealtimes and save up to 30% on their shopping bills. 10,000 meals are served up each week using the app with over 1.8 million cooked to date.

Read our exclusive interview with Sorted Food here.

Sam Dickson, Acting Chief Customer Officer at Asda, commented: “At Asda, we’re on a journey to make the quality of our food taste better than ever, and we think they taste amazing – which is why we decided to put our products to the ultimate taste test by putting them up against some of the most highly regarded brands around.

“Each one has its own quality story to back up the amazing taste – from burgers that are made with 30-day dry aged Aberdeen Angus beef, to raspberry conserve that’s made by a family business that started in 1873. This campaign offers the first taste of our food revolution – proving that amazing taste and value is within everyone’s reach.”

Sorted will continue to work Asda over the summer when the team will take to the road, bringing the campaign to more of the UK, and across social media.

Jamie continues, “We know from our community that people are finding the cost of living tough, and we want to do all we can to show that you don’t have to spend the earth to enjoy great-tasting meals.”



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