Love had been lost when it came to shoppers’ perception of Tesco’s food quality.

“Quality of food” is the biggest driver of supermarket choice, but Tesco shoppers thought they were too big to care. Figures showed food quality was their weakest brand attribute, yet this was a brand issue as food quality scores outperformed the big six in blind taste tests. Only when the brand was revealed did scores drop.

We needed to tackle this (mis)perception head on, reminding the nation of their passion for food.

Effective brand media: Econometrics proved AV, OOH & Radio collectively contributed two-thirds to improving both brand metrics & ROI and so were placed at the heart of the plan.

Data: Using data from customers and from Google & Facebook, we segmented the stories into four: family, healthy, vegetarian and convenience. This data-led approach allowed executional alignment to multiple groups’ needs across relevant media partners.

Owned media: We brought the stories to life throughout Tesco stores and our owned media including: POS, recipe cards, emails, Tesco magazine and tesco.com.

Test & Learn: Tracking & testing were used to constantly evolve: from shifting static display to online video in line with its impact on quality, to upweighting OOH regional bookings depending on quality perception.

Focus on long-term: Creative wear out was measured to identify story lifespans, enabling us to reuse assets and demonstrate a greater long-term impact.

18% increase in quality scores and 38% increase in incremental sales - £231m in additional sales directly attributable to media

With scope to increase investment across media channels used, this story isn’t ending any time soon.

Since FLS launched, the YouGov quality score has increased by 18%. 75% of this attributable to our campaign. How’s that for a story?