Re-branding and relaunching Tesco's Own food brand through a large scale cross-media campaign with Time Inc.
The problem with budget supermarket products is that sometimes the joy of finding a real bargain is overshadowed by drab packaging. By freshening up their value range, Tesco suddenly brightened the whole sector. But that's just half the job. In order to broaden the range's appeal, it needed to be instilled with a feeling of health, quality and helpfulness.
We know this target audience like no other. Key was to create an integrated campaign that will target mums who are under everyday pressure to make household budgets work harder, so they have to shop smarter. But we also know that contrary to opinion, making it tasty, nutritious and original is always on the agenda.
To reflect the size and scope of the UK's biggest supermarket, the UK's biggest consumer publisher made Tesco "The Home of Everyday Cooking" - reworking key parts of our portfolio to change perceptions of Tesco's value range.
A big campaign, to reflect the importance of the re-brand, and perfectly combined quality editorial with UGC, integrating Tesco products and benefits in a way that complemented the quality content.
It also included a game, plenty of print solutions to hit Tesco's objectives, and a sponsorship of "A Bit on the Side" in Chat magazine.
Our multi-faceted, multi-touchpoint campaign reached a staggering 4m people and gave Tesco amazing results.
Despite the Everyday range being a budget range we saw a 17% uplift in shoppers describing it as "quality".
We also achieved a 14% uplift in people seeing the range as "healthy".
We also prompted mass action, with over one-quarter of the audience claiming they tried one of the Tesco Everyday recipes.