Tesco wanted to banish the beige from bland BBQs and picnics and grow their market share in this arena so that every Tesco customer could make the most of summer.
The brief was to bring to life their summer position: “Summer fun & feasts together” through an immersive experience to drive up basket size and inspire Tesco’s shopping families, Wicks and Mayers.
Our insights showed that the target audiences are time-poor but want to go all out to impress their guests with appealing aesthetics and clever food hacks.
With summer bursting with opportunities to get outside and celebrate with family and friends, the solution was an experience elevating a regular BBQ or picnic into a feast for all the senses!
The mobile street market boasted 26 big-name suppliers in food, drinks, confectionery, and health brands synonymous with summer, from Kopparberg to Magnum. Popping up in Tesco car parks nationwide, any shopper who visited the store that day could engage with the free experience, drawing them in with the visceral buzz and the waft of mouth-watering food.
Creative detailing, from sandwich board-style signs to the Corona bamboo Tikki hut, enhanced the summer vibes for a multi-sensory adventure. QR codes allowed customers to take the experience home with a downloadable booklet bursting with recipes, tips, and inspiration.
An interactive food theatre featured expert chefs whipping up culinary magic with hands-on demonstrations.
There were opportunities to win prizes with Nivea and Wrigley’s. A Mr Kipling “deliciously good” stand provided larger-than-life fruit for consumers to pose with for an eye-catching photo opportunity.
We built hype for the experience via in-store radio, customer emailers, POS, and a Facebook campaign.
