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...