Tesco taste of Summer
In store
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The challenge

Tesco invited us to deliver a roadshow for their own-brand products and suppliers over the balmy summer months. Our challenge was to elevate our food experience for the fifth year, incorporating 26 food, drink, and beauty brands to deliver customers a "taste of summer".

Tesco wanted to grow their market share for summer, specifically within BBQ & picnic dining occasions. We aimed to bring to life their summer position: "Summer fun & feasts together" through an immersive experience at stores across the country.

Insight & Strategy

We focused on a "feast for all the senses" and devised an immersive, high-engagement experience based on food, drink, and outdoor dining excellence.

We wanted our experience to encourage the sampling of new products, drive sales from samples and boost brand advocacy by exciting customers to elevate their standard picnic or BBQ into a feast.

We asked the target audience questions about what makes a BBQ into a feast. We found that the majority are time-poor but want to go all out by effortlessly conjuring the "extra", whether that be through appealing aesthetics or clever food hacks to impress their guests.

With an overall budget of £1.3 million, these insights led us to devise an experience that would be a "feast for all the senses" to excite consumers to elevate their dining experiences effortlessly. Welcome to Tesco Feast Street.

Activation

Our travelling food trucks and stalls traversed 99 stores across the UK in the summer of 2022.

Designed around summer fun and outdoor feasting, we pumped up the picnic/BBQ theme into a sumptuous feast for all senses. Modern food trucks offered beautifully-presented ideas for outdoor feasting. Aromatic samples tantalised shoppers' tastebuds while tips and tricks elevated their summer events. Creative detailing, from sandwich board-style signs to the Corona bamboo Tikki hut, enhanced the summer vibes for a multi-sensory adventure.

An interactive food theatre hosted demo chefs who whipped up culinary magic. From pimping a food platter to making the perfect sundowner, customers could plan to visit scheduled demos or rock up on the day for something unexpected.

There were opportunities to win prizes with Nivea and Wrigley's, and a Mr Kipling "deliciously good" stand provided larger-than-life fruit for consumers to pose with for an eye-catching photo opportunity.

The party continued in the foyer, where a Taste of Summer stand offered customers the chance to purchase the products they'd enjoyed outside.

Results

61

Net Promotor Score

93

% of new/lapsed customers purchasing overall

27

% sales lift