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...