THE CHALLENGE

We were challenged with bringing to life Tesco’s “However you do Christmas, everyone’s welcome” proposition and securing the largest share of voice for supermarket consumer media coverage across the Christmas season.

PEOPLE-FIRST INSIGHT

People are incredibly passionate about their own family Christmas traditions and the differences between these traditions cause lots of debate.

THE STORY

We created a central insight led asset for media and mined it throughout the Christmas season. The Tesco Christmas Report established how Britons do Christmas across the nation and propositioned Tesco as the expert.

The report was an exclusive data led investigation into the many ways people up and down the country celebrate the season from revealing how they shop, to the food and drink they buy. We supplemented the consumer research with Tesco sales data and Product Development Manager commentary on key categories (including turkey and Christmas pudding). The report was hosted on a microsite and media angles were carved up to deliver coverage across the Christmas period.

The report also inspired two further integrated activations.

Vegmas, the sell-out vegan Christmas feast, was hosted by leading UK vegan influencers, BOSH!, for media and the public. They worked with Tesco chefs to curate a vegan menu using Tesco ingredients. Recipes, interviews, and listings were sold into national and consumer titles. Additionally, a content partnership was brokered, resulting in the most liked social post ever on the BOSH! Instagram channel.

The ‘Festive Menu Helper’ app was a service-innovation that enabled people to enter their guests’ dietary requirements to generate a personalised menu they could add to their shopping baskets. The service was sold in to news and a radio day was held with Ruby Bhogal as a spokesperson.

The campaign was supported by a hard working product placement press office.

HOW IT TRAVELLED

662 pieces of coverage with a combined OTS of over 9 billion

PR reached 78% of UK adults

Tesco secured the highest share of voice in consumer earned media and the highest weighting of positive sentiment out of all supermarkets across the festive period

Delivered the best Christmas for Tesco since 2009 with a 2% sales uplift year on year