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… while InfoMedia Services takes Tesco Real Food mobile

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As well as rolling out its Tesco direct m-website, the retailer has also decided to mobilise its popular online Tesco Real Food recipe finder service using mobile agency InfoMedia Services.

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 (‘TESCO’ on an alphanumeric keypad) – i.e. “cook lamb” – and get a link to the recipe ideas from the mobile WAP site sent straight to their phone.

Megan Powell, Marketing Manager, Real Food explains: “The service is designed to bring recipes and inspiration to customers who are trying to decide what to cook. The option of either mobile internet or text means that 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.”

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