InfoMedia Services takes Tesco Real Food mobile

8th November 2010

Mobile specialist delivers recipe texting service to retail giant

InfoMedia Services, the mobile agency, today announced it has been chosen by Tesco Real Food to deliver and launch a mobile version of the popular 'Find A Recipe' facility on the www.tescorealfood.com website.

InfoMedia will deliver both a mobile internet site that allows text input and a shortcode-based SMS facility that will enable users to simply text "cook" plus an ingredient to 83726 – i.e. "cook lamb" - and get a link to the recipe ideas on their mobile WAP site sent straight to their phone.

Megan Powell, marketing manager, Real Food explains: "The service is designed to bring ease of use and simplicity to anyone trying to decide what to cook or what to buy. The option of either mobile internet or text means anyone with a mobile can now get access to great recipes wherever they are."

Michael Tomlins, managing director, InfoMedia Services said: "We are really excited about this extension of our work with Tesco and Tesco Mobile. This service encompasses all mobile owners and this strategy of opening up website functionality to everyone means Tesco Real Food can get maximum ROI.

"Tesco Real Food via mobile brings together the brand of Tesco with a valuable, practical service. The service has real mass appeal, especially as we approach the festive food of Christmas."