The formidable combo of Tesco, IPC Media and Procter & Gamble – respectively the nation’s largest supermarket chain, magazine publishing group, and number three advertiser [after COI Communications and Unilever] – have allied in a major cross-promotional programme.

The union is designed to leverage the trio’s aggregated brand muscle and will underpin a series of promotions, the first of which – Summer Beauty Wake-up Call – breaks this week and will run until the end of June.

Tesco will stock and give prominent display to P&G's Pantene and Olay suncare ranges alongside its own-label brand. The promo will be supported editorially in IPC’s In Style and Now Star Style magazines, free copies of which will be distributed instore to product purchasers.

The promo will be backed by a jointly-funded direct mail and sales promotion initiative, although the trio’s lips are zipped as to marketing spend.

But in the absence of hard numbers, IPC’s Emma Evans was happy to confide: “This is a unique, long-term alliance between the leaders in beauty, publishing and retailing.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff