Serving up a supermarket supper solution

Very Lazy Slow Cook Pastes made their debut in Tesco in 2018, tapping into the revival of slow cookers and consumers searching for easy-to-cook meals that still feel a bit special.

A focused PR campaign was needed to raise awareness of the products and ultimately, drive sales. We worked with the company’s social media agency, Brilliant, to come up with a combined social and PR strategy to maximise exposure for the new product range during a two-month period.


– Press mailers

– Trade PR

– National product PR


– The first job was to announce the new range and its listing in Tesco in industry media, to establish credibility and explain the drive behind the NPD and their relevance in the market

– We then executed the consumer launch PR campaign to generate mentions for the products in food pages of national magazines, tapping into the autumn season when slow cooking was on the media’s agenda

– We sent out beautiful press mailers to key journalists and influencers, introducing them to the range and enticing them to write about them. They included a slow cooker, recipe cards, the full product range to try and fun tips for time-poor cooks. We followed up with emails and calls to our contacts to push coverage through, and hooked them in with great product and lifestyle photography

– Aside the media relations programme, we also managed four influencers – Fopperholic, Through Ami’s Eyes, Skinny Kitchen Secrets and My Fussy Eater – to deliver blog and social campaigns around Very Lazy’s pots.

Finished Dish

– 10 quality pieces of media coverage, including BBC Good Food, Olive, Top Sante, Sunday Express, Weight Watchers magazine and Great British Food Magazine

– Reached an audience of over 700,000

– Neat influencer campaign generated very targeted, positive exposure amongst their audience of millennial women, new mums and dieters

– Appointed soon after to launch new Ravish relishes for the same company.

“You could tell the team at Content Soup had done this many times before.”