The Orchard at Tesco

Joy Armitage

Campaign details

Lead agency: dunnhumby
Brand: Tesco
Country: United Kingdom
Industry: Supermarkets and grocery stores
Channels used: Earned media, buzz
Media budget: 500k - 1 million

Executive summary

This case study describes how British supermarket chain Tesco used a carefully targeted, planned and monitored advocacy campaign to improve its image.

Tesco wanted to develop a community of loyal and socially influential customers and colleagues to help rebuild emotional loyalty for the retailer, but had limited space Tesco to share insights into the quality, freshness and provenance of their products through their paid, owned and earned media, compared to the noise around the brand sharing the bad, so they had a tough job on their hands.

Tesco embraced the challenge: working with a number of partners and using the huge data resource of its Clubcard to target the right members, they built a powerful community of advocates to generate earned-media advocacy, content and co-creation opportunities.