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One of Tesco’s many strengths has always been its people. So instead of a top-down campaign, we went people-up.
The strategy was to make Pride participation accessible, exciting and proudly Tesco, with creativity, logistics and content all designed to help colleagues shine.
We built a people-powered roadshow that put Tesco’s team at the heart of the celebration. From London to Ryde, colleagues joined 40+ parades, hosting pop-ups, sharing stores and rolling out Tesco’s now-iconic Jolly Disco Trolleys.
Our field teams kept the beat going with mini–Jolly Disco Trolleys and Shopping Cart Vans for smaller parades. From vox pops to Head Office events to dancing flash mobs, the Tesco team celebrated LGBTQ+ communities nationwide, with influencers like Baga Chipz, Joe Baggs, and Milenna Sanchez bringing the buzz online.
It became a summer-long celebration that blended authenticity, joy, and pure disco energy.
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