Executive Summary
Christmas was already the period that makes or breaks a retailer's year, the time when supermarkets throw everything they have at their biggest and most creative campaigns.
In a 2020 dominated by COVID-19 the importance of Christmas - to Tesco and to shoppers - was amplified. Fewer shopping trips raised the stakes in a competitive market, and the nation's appetite for some light relief was huge.
In an incredibly uncertain period Tesco concentrated on the ingredients that have so consistently proven successful in the past: standing out from the crowd with a campaign built to generate buzz and...