Our research showed that creating unique and enjoyable experiences for brands ensures that 64% of consumers hold onto positive impressions of them for a month or longer after the event. With our planned experience happening before the Coronation, designing an event that stood out in the busy retail market would help the participating brands (and, as such, Tesco) become their first choice for any Coronation celebrations.

Our strategy was to create a resplendent multi-brand treat party with quintessential British classic food and drink ideas for the whole family. Something eye-catching. Something extravagant. Something fit for a King.

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The Tesco Coronation Treat Party hit the road in Spring 2023. A golden chalet and royal carriage procession travelled to 60 stores, bringing samples, fun and inspiration to shoppers, inside and outside.

A feast of delicious savoury and sweet treats, from finger sandwiches to juicy British strawberries, hit the car park in a classic afternoon tea with Union Jack bunting and space for families to sit down and sample together. Plus, anyone who purchased a featured product got to take home a tea stand for their celebrations.

In-store, the golden carriage offered more shoppers chances to sample the best of British goods. A luxury throne photo op with crowns, sceptres and cloak props enticed consumers to have a jolly good time striking their best royal pose.

We created and designed the stand using sustainable materials so that Tesco could choose its future after the campaign ended. So, after a fantastic Coronation tour around Tesco stores and Tesco HQ, our three carriage units travelled to Stockwell Park for the Community King’s Coronation Lunch, prolonging its life and offering free festivities for local communities.

And it’s safe to say that our Treat Party was undoubtedly newsworthy, with some delicious results in the process!

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