Food love stories

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Title

Food love stories

Advertiser:

Tesco

Year:

2017-2018

Source:

campaignlive.co.uk

Product Category:

Food

OOH Format:

Backlit, Billboards

Country:

United Kingdom

Objective:

Highlight the quality of Tesco’s food and prove that Tesco understood the true value of food and its power to foster relationships and make memories.

Target Group:

All

Strategy and Media Used:

Food quality is a key driver of supermarket choice and trust but was an area in which Tesco underperformed. Following years of heavy price messaging and negative PR, quality was Tesco’s lowest brand attribute.

Despite performing well in blind taste tests, as soon as people learned the food they were trying was from Tesco, quality perceptions plummeted. We needed to reappraise Tesco’s food quality in order to get people choosing to shop there again.

Media used for the drive has included paid digital, outdoor and radio, plus personalized stories to consumers via data targeting. Owned media, including point-of-sale, recipe cards, email, print and digital were also deployed.

Results:

The campaign delivered a 53% improvement in quality scores, making “Food love stories” campaign most effective campaign ever.

It was the 7th consecutive quarter of growth with +2.2% sales, a volume of fresh food sales of +1.5%

Food Love Stories successfully delivered on its 2017 objectives to drive incremental revenue by increasing food quality perceptions (delivering one of Tesco’s highest profit ROIs) and is continuing to run through 2018 and beyond.