Premium food and drink range Tesco Finest will be the exclusive launch partner for The Guardian’s new ‘Feast’ app, designed to offer a modern spin on cooking culture.

Crafted in collaboration with media agency EssenceMediacom, the partnership will be backed by a six-month integrated campaign which will place the grocer’s ‘Finest’ offering at the front and centre of the app.

With The Guardian estimated to reach around seven million so-called ‘foodies’ every month – and 70% of its readers also turning to its food content for inspiration, this partnership has been curated to maximise Tesco Finest’s cut-through with an ultra-engaged audience.

“We are excited to be partnering with the Guardian to showcase our fantastic range of Tesco Finest products through the Feast app,” Tesco Finest head of brand, Jess McKenzie said.

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“The partnership provides a platform to engage customers around Tesco Finest’s product quality and inspire customers through delicious recipes.”

Over the following weeks, Feast will showcase curated content which will see the supermarket benefit from 100% share of voice. The partnership will be further amplified via digital, audio, newsletter, social media, print and events.

Guardian Media Group chief advertising officer, Imogen Fox added: “Tesco Finest and the Guardian work perfectly together because we share a love of quality food.

“We’re really excited as this is the first time the Guardian has ever created a multimedia campaign that incorporates our new Feast app. Buying direct with us gives brands the best of the Guardian. I can’t wait to try some of these new recipes.”