Tesco: Food Love Stories

Tesco, the supermarket chain, used storytelling to persuade people in the UK that it cared about the quality of the food it sold, and was not "too big to care".

Campaign details

Advertiser: TescoBrand: TescoAgency: Mediacom LondonCountry: United Kingdom

Objectives

  • Commercial objectives: Maintain Tesco's leading position as the number one grocer in the UK and increase annual profit to £1 billion
  • Marketing objectives: Increase quality perceptions of Tesco from 18.8 to 27.3 by 2020 (YouGov) and close the gap with the competition
  • Communications objectives: To differentiate from the market by establishing and growing awareness of Tesco's point of view on food.

Creative work

In 2017, while other supermarkets focused on food provenance, Tesco sought to connect with the nation through...

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