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: Tesco Brand: Tesco Agency: Mediacom London Country: 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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands