MediaCom UK – Tesco
Tesco grew rapidly during the pandemic, in part due to mass retail closures elsewhere, as well as increased demand. People stocked up on alcohol from supermarkets as the pubs closed, but Tesco is a business that relies on the prosperity of the communities it serves.
The brand consistently focussed on connecting with the nation and being on consumers’ side throughout the pandemic, through its price value offerings and beyond. Therefore, Tesco was very aware that its short-term gain could not lead to the loss of valuable community hubs like local pubs. It may have benefitted, but it needed its communities to bounce back too: ‘Pop to Your Local’ was born.
Taking part in conversations important to the nation is key for Tesco as the nation’s biggest retailer, and the reopening of pubs was one such conversation. Tesco knew that news brands could play a central role in this, recognising and celebrating this important moment that represented light at the end of a dark tunnel and a possible return to normality. The supermarket made news brands its primary channel to reach customers at scale with positive messages complementing the mood of editorial and the country.
Tesco needed a big canvas for a big creative idea to announce the re-emergence of the hospitality industry to the country, and so garnered presence across wide swathes of the news brand industry to secure the best reach possible in the week ahead of the big reopening.
By utilising a full week flex, Tesco had the best chance of appearing as the first ad page for maximum impact and newsworthiness. With the lifting of restrictions timed differently across the UK, news brands’ different editions in England, Scotland and Wales also allowed the brand to address readers at the most relevant time in each area.
Tesco’s net sentiment score increased as a result of the campaign, with 79% positive sentiment to the ad. Within print alone, Tesco reached 11.7 million UK adults within one week (PAMCo), broadcasting the message efficiently to the nation, and the brand’s average positioning was within the first 31% of the book, bringing its message further up the news agenda.
It was the most effective print ad campaign in May 2021 in terms of public response (The Works, monthly study produced by Kantar Marketplace data), sitting within the top 2% of all ads in the UK for distinctiveness, the top 15% for being actively engaging, and top 30% for evoking a ‘feel-good factor’.
A brilliant altruistic initiative where Tesco strengthened its position as a trusted British brand by supporting our most cherished institutions.Adam Foley, CEO, Bountiful Cow
adults reached in one week