Our strategy was built on three key pillars: visibility, authenticity, and flexibility. Given that Pride events vary widely in scale and tone from city to city, we aimed to develop a single themed idea that could be adapted and implemented across the UK. To boost morale and team spirit among Tesco employees, we invited them to participate in our campaign.

Our concept was to launch an experiential marketing campaign throughout the UK that radiated empathy, energy, and inclusivity, all united by one message: Tesco proudly supports Pride.

This was no ordinary float. It was a gigantic, glittering, utterly gorgeous Tesco trolley that became a Pride icon.

Pulsating with exhilarating music from up-and-coming drag artist DJ Mahatma Khandi, our high-energy dancers pumped up the crowd to party alongside Tesco colleagues, proudly supporting the community and each other.

We also replicated the trolley into mini designs, including a branded van and walkabout teams, so we could still bring the Pride party to cities where float access was restricted.

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