The goal of the cooperation is to improve the quality, effectiveness and performance of Kesko’s own media content.
– We want to set ourselves apart from the competition with our excellent quality and service, which is in line with the new Kesko strategy. In the future, K-food media will produce more content for customers, content that is interesting and designed to make everyday chores easier, says Mika Rautiainen, Vice President, Marketing and Concept Services at Kesko's grocery trade division.
The agreement with Aller Media covers cooperation in all K-food brand media. Currently, these include the electronic channels of Kesko’s grocery trade division and K-food retailers, the TV programme ‘Mitä tänään syötäisiin?’ (‘What’s for dinner?’), K-RuokaPirkka seasonal food magazine and the food supplement of Pirkka magazine that is delivered to each Finnish home. The recipe database on the K-ruoka.fi website currently features almost 6,000 recipes created and tested in the Kesko Food kitchen.
– We chose Aller Media as our partner because their expertise and passion for content production matched our goals. Furthermore, thanks to Dingle, they have an impressive track record of developing digital and social media content that interests customers, Rautiainen says.
Dingle is a subsidiary of Aller Media and the largest social media and social business expert in Finland.
In the future, K-food will have a strong presence in all channels. The new media will be passionate about food, bring up new topics and set trends that will inspire customers and take them by surprise.
– Our cooperation is based on the greatest omnichannel content, and the best way of sharing it on digital. We are excited to be part of building this new kind of media, the new leading food media in Finland, says Pauli Aalto-Setälä, CEO of Aller Media Finland.
Kesko is a distinguished listed company in the Finnish trade sector. It manages retail shop chains that are valued by customers, and efficiently produces services for the chains' purchasing, logistics, network development and data management. Kesko operates in the grocery trade, the home improvement and speciality goods trade, and the car and machinery trade. Its business divisions and chains cooperate closely with retailers and other partners. The Kesko chain has around 2,000 shops in Finland, Sweden, Norway, Estonia, Latvia, Lithuania, Russia and Belarus. Together, Kesko and the K-food retailers form the K-Group that had retail sales of around EUR 11.3 billion in 2014 (VAT 0%). K-Group employs 45,000 people.