Tesco: Voting with their feet – how we got the nation to back The Christmas Party and buy from Tesco

Supermarket chain Tesco grew market share across the UK, the Republic of Ireland and Central Europe, with a multichannel satirical political campaign that launched the brand as The Christmas Party.

Executive Summary

Welcome to yet another Tesco Christmas awards paper.

Much like elections in 2017 we are sure that, like Brenda, you are already eye-rolling at the thought of 'another one'.

But this is a little different from your usual foray into the festive battleground. It's less about reaching new heights of fame, of going viral, or capturing the hearts and tears of the British public.

It's more about how a great creative strategy unlocked an impossible brief - to reassure a financially and emotionally exhausted nation, balancing Christmas joy with a real need to improve Value perception for Tesco....

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