Tesco: Tampon tax off

Tesco, a grocer, launched a campaign in the UK to save money for women buying sanitary products, create positive sentiment, drive increase in customer perception and return long-term positive revenue and profit ROIs.

Objectives

This is a relatively unconventional paper to write as it is an example of short-term generosity contributing to long-term success.

Indeed, from 2015-2020 our work with Tesco, the UK's biggest grocer, took the brand from the least-trusted grocer to YouGov's brand of the year three times in a row, delivering £4.3bn revenue and £863m profit along the way.

However, in this campaign we actually 'lost' £20m. But, in doing so, it set Tesco on its way to rebuilding the trust of the nation and the brand itself by correcting a daily and systemic gender imbalance in the UK.

And...

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