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Newspapers team up with chefs to launch front page subscription drive

Two sister newspapers have launched a front page subscription push after joining forces with top chefs.

The Scotsman and Scotland on Sunday have started a free recipe promotion with some of Scotland’s best cooks.

A different chef’s recipe is appearing every say this week, beginning with one by Tom Kitchin on Saturday.

The promotion was launched on the front page of The Scotsman on Saturday, as well as the cover of Scotland on Sunday the following day.

Scotsman recipe

It was accompanied by a promotion for subscription to the Edinburgh titles.

Vouchers also featured inside The Scotsman offering 40p off of each edition from Sunday to this Friday.

Euan McGrory, editor of The Scotsman and Scotland on Sunday, said: “Scotland is of course home to many of the best chefs not only in Britain but anywhere around the world.

“We wanted to celebrate that great Scottish success story especially at a time when the industry is struggling so much through the impact of Coronavirus and the various restrictions imposed to contain the virus.

“There has been a fantastic response from our readers both to the recipe cards and the interviews we ran alongside them with the chefs involved.

“They really appreciate the ‘buy local’ ethos that so many of these great chefs embrace and are desperate to see their favourite eating places survive the pandemic.

“An impressive number too also clearly fancy trying to emulate their food heroes.”