Tesco & MediaCom: Little Helps Day

Tesco, a leading grocer, launched a campaign to increase YouGov reputation metrics, and earn a return of £1m from a £400k investment.

Summary

Reputation is a key driver of the British public's supermarket choice.

Brilliant work through the COVID-19 pandemic had helped Tesco grow their reputation scores 48% relative to the previous year. As lockdown eased though, it became apparent that there was low awareness of the work Tesco does in the communities around its stores.

'Little Helps Day' - a one-day execution across the 3 largest radio networks in the country - set about tackling this problem head-on. Taking advantage of the trust radio delivers, 22 stories were told across 26 radio stations, each tailored to the local region or context...

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