The supermarket’s ‘Use Up Day’ ad appeared underneath yesterday’s Metro front page headline, which showed an MP blaming poorer households’ struggles to afford rising living costs on being unable to manage meals or money
Teaming up with Hellmann’s to launch the ‘Use Up Day’ campaign, the strip ad then linked to an advertisement feature inside that day’s print edition detailing tips to save money (and help the environment) by avoiding food waste.
Hellmann’s study found that the average family could save £260 a year by making meals once a week from unopened or unused food in the kitchen.
Speaking about the campaign, Metro editor Ted Young commented: “Today is a great example of the power of print.
“Where a news story packs a punch and the commercial team and the client are also able to make the advertising absolutely up to speed.”
Jo Mazenko, the news brand’s sales director, added: “Metro’s front page today is a great example of how news brands can provide a platform to set not only their own agenda, but champion a client’s too.
“The Tesco front page strip today has used a serious news cycle to amplify their brand message, resulting in compelling advertising that helps address the real life concerns of our consumers.”