Tesco: Food Love Stories

Tesco, the supermarket chain, used storytelling to persuade people in the UK that it cared about the quality of the food it sold, and was not "too big to care".

Campaign details

Advertiser: Tesco Brand: Tesco Agency: Mediacom London Country: United Kingdom

Objectives

  • Commercial objectives: Maintain Tesco's leading position as the number one grocer in the UK and increase annual profit to £1 billion
  • Marketing objectives: Increase quality perceptions of Tesco from 18.8 to 27.3 by 2020 (YouGov) and close the gap with the competition