The Orchard at Tesco

This case study describes how British supermarket chain Tesco built an online community to drive a carefully targeted, planned and monitored advocacy campaign to improve its image.

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.