Tesco Kitchen

We built Tesco Kitchen to answer a simple business need: Unlock brand growth for Tesco and shift quality perceptions.

To do it, Uncovered created a living, breathing food-development and taste studio. It gives Tesco an ownable brand IP that works across a multi-channel ecosystem, powered by the most talkable, helpful food content on social and fronted by well-known celebrity faces.

Hosted by Greg James and Seema Pankhania, each episode welcomes a different guest to tackle a genuine food challenge, unlocking delicious recipes, helpful tips and accessible home cooking along the way.

Released on YouTube as long-form episodes, the content stretches across social, magazine, in-store, audio and beyond. That makes it a hardworking quality platform built for today’s fragmented media landscape.

Series 1 saw food experts and chefs like Fred Sirieix and Meera Sodha bring their expertise and passion into the Tesco Kitchen studio, delivering millions of views across YouTube and social.

Series 2 went from strength to strength. An updated guest strategy brought in food-adjacent celebrities such as Chunkz and GK Barry to get stuck into cooking their dream dish, and the results speak for themselves: organic views up 120%, average watch time up 250% and total attention time up 600%.

And this isn’t a one-off. Series 3 is already in pre-production, ready to land in the run-up to Christmas.

The format has also earned recognition beyond Tesco’s own channels, with The Grocer describing Tesco Kitchen as “a genuinely fun format that sets a high bar for supermarket-backed lifestyle shows.”

The result: Tesco Kitchen has gone from an idea to a repeatable entertainment format with its own audience, talent and editorial engine. Because the best branded content doesn’t feel like branded content. It feels like something people choose to watch.