How Tesco helped people fall in love with food again
Tesco's own branded food wasn't seen as high quality. And they couldn’t make the same rational provenance claims other supermarkets were using. So, they instead turned to emotion.
Context
Tesco is the UK's biggest supermarket. However, in 2017, the food quality perceptions of their own branded food were low and lagging the category.
Objectives
- Maintain Tesco's leading position as the number one grocer in the UK and increase annual profit to £1 billion
- Increase quality perceptions of Tesco from 18.8 to 27.3 by 2020 and close the gap with the competition
- Differentiate Tesco from the market by establishing and growing awareness of Tesco's point of view on food
Challenge
Tesco couldn't make the same provenance claims that their competitors were making. So, they'd have to find something else to talk about.
Insight
Tesco discovered that the number of recipes known by the average UK consumer was a meagre five, and that the biggest source of food inspiration comes from our friends and family.
Strategy
Their customer insight led Tesco to build a platform celebrating the personal relationships with the food and people we love. They launched their new campaign, 'Food Love Stories' across TV, outdoor, digital, social, radio and in partnerships.
Outcomes
Tesco's quality perceptions increased by 41%, the campaign generated £980m in revenue across 2 years, and it became a multi-year brand platform.
Watch
The work
