Asda is tapping into the growing influence of the social media platform TikTok on food trends by becoming the first supermarket to launch a ‘content house’.
The Asda FoodTok House is said to evolve the format of ‘creators living under one roof’, with five TikTok stars making classic dishes, showcasing culinary creativity, and taking part in a series of food challenges that can be viewed and repeated by followers on TikTok and Instagram.
With over 4.7 billion #FoodTok videos on TikTok, Asda stated that it was bringing the content house to the mainstream, with an approach best described as ‘Big Brother meets Ready, Steady, Cook’.
The supermarket has converted a farmhouse in the Yorkshire Dales to highlight its summer products. The five content creators are spending six days undertaking food-based challenges, experimenting with seasonal flavours and ingredients and producing new dishes, from twists on classics to trending foods.
The cast of creators – Max McCann (@Mealswithmax), Zena Kamgaing (@zenaskitchen), Kausar Raja (@Kauscooks), Emily Roz (@Myriadrecipes), and Margie Nomura (@Desertislanddishes) – were selected for their ability to deliver “fun, delicious, mouth-watering dishes” with easy-to-follow content on TikTok and Instagram.
All of the ingredients, from fruit and vegetables to meat, fish and poultry, are being delivered daily to the content house from Asda.
Speaking about the project, Sam Dickson, the retailer’s Acting Chief Customer Officer, said: “We’re thrilled to launch the first-ever FoodTok house, opening up a 24/7 spotlight on our food quality with five foodie content creators of different ages, backgrounds and culinary approaches. The results have been inspiring, exciting and accessible to all.
“With TikTok and Instagram fast becoming the most influential platforms for food and cookery ideas, we are delighted to be leading the way with fresh ideas with fresh, quality ingredients that won’t break the bank.
“A supermarket first, we hope the Asda FoodTok House will showcase the breadth and quality of Asda’s products, and add even more fun into preparing delicious meals and great tasting food that is within everyone’s reach.”
Content is available across the creators’ and Asda’s own channels throughout the month, under the hashtag #AsdaFoodTokHouse.
Earlier this week, Asda stepped up its focus on quality with a new campaign that pits some of its premium ‘Extra Special’ own-label lines against comparative products sold by luxury shops such as Harvey Nichols, Harrods, Selfridges, and Fortnum & Mason.
