The Daily Telegraph has launched a Best British Recipes series sponsored by Morrisons supermarket chain, MediaWeek.co.uk reported. The UK newspaper will run the campaign online and in print, which will lead up to launching of a co-branded book of recipes to be published and sold at the supermarket chain in autumn.

Readers are encouraged to contribute their personal recipes as a part of the campaign efforts, and could be published in the soon to be launched book by Morrisons.

Anna Hancock, business director at MEC, said: "This is a fantastic way for Telegraph readers to discover more about the Morrisons offering whilst providing a truly interactive and engaging platform during 2010," MediaWeek reported.

The campaign has been developed by the newspaper group's advertising services division, Create, in consultation with Morrisons and its media agency MEC.

The campaign efforts are led by the newspaper's food writer Xanthe Clay and a channel has been dedicated on the news site, hosting forums and expert video tips.

Advertising or other revenue from the campaign has not been released.