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Cedar

@cedarcontent_

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Be bold. Be real.
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CMA Best Large Content Agency 2023 (Winner)
CMA Best Large Content Agency 2022 (Runner up)
#CedarMadeDifferent

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It’s officially cosy season: time to curl up with comforting food and a good read.
But if it’s been a while since you’ve picked up @Tesco magazine – the UK’s most-read food title – you might notice a few changes.

‘Switching up a tried-and-tested formula might seem like a bold move, but with the changing face of food content, we knew it was time for a redesign to embody the spirit of social and engage the next generation of modern foodies,’ says Group content director Rachael Ashley.

Enter the October issue: social-coded, packed with trending recipes and designed to help readers sort the forever food from the fads.

The team’s recipe for the refresh? To serve up:

• Iconic dishes that get people talking – and deliver on quality and value.
• Recipes that are low-fuss, flexible and adaptable, the kind you’ll make on repeat and recommend to everyone.
• A regular 12-page section dedicated to the daily question ‘What’s for dinner?’. Every night. For the foreseeable future.
• A brilliant mix of talent – from top chefs like Tom Booton to Helen Graham to food creators like Seema Pankhania and Rene Subash and the Tesco Kitchen team – and, of course, inspiration from our readers.
• The spirit and personality of social: people-fronted content inspired by culture, and a vibrant new tone of voice and look and feel.

With the issue packed full of everything from epic roast dishes that bring the pub vibes home, to a cosy crumble with a cool modern spin, the team hopes to bring on board new readers without leaving the current audience out in the cold.

‘Doing something different doesn’t mean abandoning those OG fans,’ Rachael says. ‘It’s about inviting new ones to the table with an exciting new design that feels on the beat of culture, and content that speaks their language, while staying true to the things that our wider audience loves about Tesco: quality, affordability, relatability.’

Read the issue here: https://issuu.com/tesco_magazine/docs/tesco_magazine_october_2026 by @cedarcontent_

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3 days ago

🎄 After months in the making, Tesco Festive Food to Order 2026 is finally live.
 We kicked this project off in July, after months of planning, writing, designing and two intensive weeks of shooting (powered by five fridges, four ovens and a brilliant team), we’re incredibly proud of the result.
This year’s edition combines stunning photography, clean design, inspiring editorial and plenty of festive food temptation. We think it’s our best one yet - and our client agrees. 
Pick up a copy in store or check out the online pageturner. https://tinyurl.com/3c8pu7sz A massive thank you to the incredibly talented team who made it happen  Editorial: Nicky Rampley Clarke, Alison Walker, Charlotte Price
Art Directors: Nichola Myhill, Lisa Kebell
Design: Dean Buckley
Photographers: Stuart West, Toby Scott
Food Stylists: Mima Sinclair, Emma Jane, Katy Greenwood, Troy Willis
Prop Stylist: Jenny Iggleden
Account Management: Tracy Saville, Sully Zamuner
Runner: Sadie Smith
Clients: Lottie Smetham, Sabrina Lungo, William Mitchell and Gabriella Bernardelle by @cedarcontent_

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14 days ago

A little behind the scenes from my first cover for Metropolitan, Eurostar’s magazine.

We had an early start at the Bourse de Commerce, photographing pastry chef Jean-Julien Freydt inside La Halle aux Grains and around the museum before the doors opened.

The brief was all about the relationship between food, art and architecture, so we wanted Jean-Julien to feel part of the space rather than simply photographed against it. We moved from the Rotonde and its incredible morning light to Fujiko Nakaya’s fog installation as it slowly filled the space around us.

I hadn’t planned on making a BTS from the day, but luckily a few clips were captured along the way, so I couldn’t resist putting them together.

Very happy to share a little glimpse of how it all came together.

Photography: @puxanphoto
For Metropolitan Magazine / @eurostar
At @boursedecommerce
Featuring Jean-Julien Freydt @jeanjulien.freydt

Producer: Kris Short (@kristofer.short) & Rebecca Naylor @rebeccalnaylor at @cedarcontent_ taken in Bourse de Commerce - Pinault Collection by @cedarcontent_

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a month ago

‘The September issue’ has long been a big moment in the annual calendar in fashion magazines. But, in the latest issue of Tesco magazine, we’ve used the same principles to help make sense of the glut of food trends.

There’s piece on scruffy hosting, featuring zesty, crab-loaded crisps 🦀 and the ‘New season jackets’ seen on the cover; Silvana Franco shares her take on the nonna-maxxing trend 👵🏼; and the food team gives that much-loved staple chicken a glow-up.🍗 Plus you can discover how to build a condiment capsule wardrobe and explore the coolest finds in our freezer edit.

Pick up your copy in store or read here: https://issuu.com/tesco_magazine/docs/tesco_magazine_september_26

Team Cedar: Rachael Ashley, Nina Brennan, Alexandra Whitfield, Aasawari Bapat Kale, Oscar Butterworth, Georgina Crothers, Lucy O'Reilly, Kate Best, Julie Stevens, Tracy Saville, Lucy Sandford

Tesco: Jo Kay, Gabriella Bernardelle, Ollie Rose, Lottie Smetham by @cedarcontent_

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a month ago

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2 months ago

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3 months ago

POV: It’s 30°C and you’re styling Christmas dinner. 🎄🔥
20 shoot days, hundreds of sprouts and a thousand tea towels later, we’re finally wrapped. 🎁 No spoilers, but trust us it’ll be worth the wait.  Anyone else seasonally confused? #Cedar #contentmarketing #CedarStudio #sprouts by @cedarcontent_

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3 months ago

👀 📸 At Cedar, we’re always looking to expand our network and unearth new creative talent.

Back in May, Cedar’s picture editor Matt Richardson was invited back to Photo Meet @offspringphotomeet, an annual photography event in East London, where photographers can book direct portfolio reviews with people in the creative industries.

‘It’s a fantastic initiative, and one that I’m honoured to be invited to,’ Matt says. ‘I was in a room alongside a whole host of picture editors and commissioners, some of whom I looked up to when getting into the industry myself!’

Matt was keeping an eye out for any creatives whose work would suit the British Airways and Mandarin Oriental titles he works on. Over the day, he met with a dozen or so photographers who were not already on his radar.

‘It’s essentially speed dating,’ Matt says. ‘Each photographer has 20 minutes to show off their work, and find out what commissioners are looking for. It proved invaluable to me – since the event, I’ve licensed images from one of the photographers I met who showed me some images that were perfect for a brief I was working on; and I’ve got some ideas on how I’d like to collaborate with others too. I’m already looking forward to next year’s event.’

https://photomeet.org/

#Photography #CreativeTalent #TalentScouting #NetworkingEvent #PhotoMeet #PictureEditor #CreativeLife by @cedarcontent_

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4 months ago

If it ain’t broke, don’t fix it… but always be thinking about how you can make it even better.

That’s the philosophy behind our recent British Airways High Life visual refresh, says Creative Director Jamie McPherson. ‘We’re refining rather than reinventing the magazine,’ he explains – which is a smart approach for a title that helped define the airline magazine category and continues to lead it.

Here, Jamie shares a few of the design changes you might notice:

UTTERLY FRAMELESS ‘The iconic cover frame is gone. We’ve now got a full-bleed image, allowing the photography to take centre stage and delivering a more premium result.’

SAY OUR NAME ‘The sleek new masthead uses Mylius Modern to demonstrate modernity and freshness. It also unites the magazine with the other High Life branded products, including High Life Entertainment, High Life Shop and the editorial site bahighlife.com.’

BE FREE ‘We’ve embraced a “free-range” approach to our pages. This gives the pages the space and flexibility to evolve and encourage originality.’

PICTURE THIS ‘We’ve always been proud of the world-class photographic talent we work with, and this refresh continues to raise the bar. Look out for Matt Holyoak, Simon Emmett, Hollie Fernando and Austin Hargrave in our upcoming issues.’

#MagazineDesign #TravelMagazines #Design #TravelContent #Redesign #DesignPhilosophy #ContentMarketing by @cedarcontent_

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4 months ago

What if following a recipe didn’t rely on being able to see the page?

That was the challenge behind this campaign – and we’re so proud to have helped bring it to life with support from our partners at RNIB alongside Tesco, BBH and Channel4.

At Cedar, we got stuck into the detail: turning a collection of our most-loved Tesco recipes into accessible content that works for people with diverse needs.
* Audio you can cook along to (messy hands welcome)
* An e-publication that flexes to your needs and your tech
* Braille versions delivered to your door
* Content designed properly for accessibility, not added on after the fact
Take a look here: tesco.com/accessible-recipes

It’s the kind of project that reminds you why this industry matters and we’re proud to have played our part. ❤️

@Tesco @BBH @Channel 4 @RNIB @EssenceMediaCom

#InclusiveContent #AccessibilityMatters #ContentWithPurpose #Cedar #Tesco NowWereCooking by @cedarcontent_

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5 months ago

There was no diva-like behaviour at last week’s @_bsme ‘The Devil Wears Branded Content’ breakfast, despite the name and ultra-luxurious location.

Cedar’s Group Content Director Rachael Ashley was one of the speakers at The Peninsula London, exploring the question ‘Does branded content still have a reputation problem?’.

‘I’ve always found it strange that newsstand journalists are sometimes disparaging about content marketing,’ Rachael says. ‘As Miranda Priestley’s withering description of the Andy’s cerulean jumper summed up, editorial wouldn’t exist “without the millions of dollars and countless jobs in the fashion industry”. It’s about coexistence, not compromise.’

At the round table of content marketers and editors from newsstand and branded content, the general consensus was that attitudes are changing. ‘People are more switched on than they were 10 years ago,’ Rachael says. ‘Consumers accept that there is commercial influence in everything. It’s all over their social feeds.’

One of the killer questions that host Maria Pieri, Editorial Director of National Geographic Traveller UK, asked was how editors create work that feels like culture, not compromise. ‘As long as there’s a clear value exchange, and the content is interesting and relevant, people don’t care if they’re being sold to,’ Rachael says. ‘It’s about being useful: understanding your target audience and delivering content that answers their problems, whether that’s helping them plan their next holiday or put dinner on the table.’

Also up for discussion was how the role of editor has changed over the last two decades. ‘Gone are the days of the intimidating editor in chief, with large teams doing their bidding. Today’s editors need to work top to bottom, lean into collaboration and empathy, and stay up to speed with new tech, platforms and markets. Just as Miranda has had to move on and embrace social-first content and trends like “gorpcore”, so we need to stay agile and be open to the possibilities that technology brings.’

Photography: Rachel Billings @rachelebillings

#Magazines #TheDevilWearsPrada #Newsstand #ContentMarketing by @cedarcontent_

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5 months ago

Unpopular opinion: commerce media can be a bit creepy.

Yes, you’re closer to customers than ever. You know who they are, what they’ve bought, and when they’re most likely to act. But here’s the question you’re probably not asking often enough: once you’ve targeted someone, what else are you offering them?

Because proximity doesn’t automatically earn you a place in people’s lives. Without strong creative content, commerce media can only do so much. And for brands that claim to be customer centric (which should be all of them), that’s a problem.

👉 Scroll right to find out why content is the critical difference between targeting shoppers and actually helping them – and why ignoring that line makes so much commerce media feel uncomfortable.

Because who really wants to be a creep?

#CommerceMedia #Targeting #Data #CustomerJourney #Content #ContentAgency by @cedarcontent_

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5 months ago