Scheme Evaluation Card
In Brief
Recommendation: (details)
We condemn this sponsored competition on the grounds that it is commercially biased, promoting the Tesco brand and restrictive of the school curriculum.
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Tesco: Young Cook of the Year 2006
Name:
Tesco Young Cook of the Year 2006
Sponsor:
Tesco Supermarkets Ireland.
Objective:
“We are on the lookout for Irelands hottest Young Chefs who demonstrate a passion and understanding for food”
Classification:
Sponsored competition.
Year: 2006 (9th year)
Past Record: [top]
Tesco, who are also behind two major voucher collection schemes in Irish schools, launched their “Young Cook of the Year” competition 1997. It has attracted approximately 400 entries from Irish students annually.
Materials: [top]
In February 2006 teachers received, unsolicited, a letter from the Marketing Manager of Tesco Ireland, posters and up to 20 leaflets. All materials feature the Tesco brand name, slogan “Every Little Helps” and logo within a chef’s hat. The scheme carries to endorsement of television presenter Caroline Morahan.
Comments: [top]
The competition is open to studens between 10 – 16 years of age. Entrants must submit a recipe for a main course and desert based on a budget of €25. All ingredients must be available from Tesco.
The judges assess each menu based on aspects of the Home Economics Syllabus including, meal management and planning, and food preparation and cooking processes. The national winner receives a family holiday to Euro Disney while their school receives a PC and their teacher a weekend break in Ireland.
Recommendation: [top]
We condemn this sponsored competition on the grounds that it is commercially biased, promoting the Tesco brand and restrictive of the school curriculum.
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High |
Fair |
Low |
Curricular
Relevance |
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Logo/Brand
Presence |
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Influence
on Spending
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The reward expected by Tesco for sponsoring this scheme appears to be that teachers would place the Tesco brand, slogan and logo before their students along with yet another “celebrity” endorsement of a commercial scheme. Students are to be restricted in their choice of ingredients to those available at Tesco outlets. This endorsement to purchase at Tesco is not only shamelessly promotional but also excludes students who may wish to produce ethnic or regional dishes.
Commercial interests who allow only ingredients found in their shops to be used must not be permitted to restrict the study of food and cooking in Irish schools. It is an abuse of the role of the teacher to demand that students direct their purchases or food choices towards Tesco alone. We reject this self-serving scheme and urge teachers, parents and students to refuse to participate until it is fully de-branded and open to all students irrespective of where they choose to shop.
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