Tesco: How celebrating the nation's naughtiness helped Tesco win a COVID Christmas

Tesco, the groceries retailer, achieved market-leading performances over the Christmas period by focusing on human nature.

Campaign details

Brand: TescoBrand owner: Tesco PLCEntrant company: BBH, LondonMedia: MediaCom, LondonMarket: EuropeSector: Supermarkets & grocery storesMedia channels: Competitions & contests, Online display, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Search marketing, Social media, Sponsorship - media, Television, Video on demand, Word of mouth, influencersBudget: Over 20 million

Executive summary

After three consecutive Christmases of growth, Tesco thought they had found a winning formula: campaigns built on knowing, better than anyone else, how the nation celebrates Christmas.

Then COVID-19 happened. Suddenly, nobody had...

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