CLIENT
Tesco
George Rivers, Head of Campaigns for Food and Local
Murray Bisschop, Group Marketing Communications Director
Emma Botton, Group Brand, Proposition and Marketing Communications Director
AGENCY
Sam Guinivan, Senior Strategist
Saskia Jones, Strategy Director
Lauren McGurran, Senior Associate Director
Francesca Blair, Business Director
SUMMARY
In an industry that fetishises ‘new’ and short-termism, this is a story about doing the opposite through a big, enduring idea – Food Love Stories.
How six years of careful stewardship helped that idea become more successful than ever, transforming the nation’s biggest grocer from faltering to flourishing.
How an unwavering belief in the power of long-term brand building paid off, even when Tesco found itself caught in a history-defining pandemic.
When other brands react to changing headwinds by starting anew, this is a story of bravery in committing to what’s worked before.
