Tesco Food
Helping customers enjoy the food they love, everyday
The challenge
Tesco asked us to help it inspire and empower customers by making shopping, cooking and eating an easier and more enjoyable experience. We wanted to create a content strategy that would to bring to life the genuine passion at the heart of Tesco’s customer offering, inspiring trust and authenticity between brand and customer.
The solution
Our solution is a 360-degree content ecosystem, that delivers regular and relevant articles, recipes, tips and advice that are trend-led and family focused. Going a step beyond recipes, the helpful hack videos, recipe binders, meal planners and leftover food tools focus on making cooking easier and more exciting.
The concept spans across on and offline platforms, featuring news stories on the provenance of new products; interviews with farmers about what’s in season, and topical social conversations that tap into the customer mindset.
The detail
The channel mix includes a monthly, food-centric magazine; a comprehensive website with built-in meal planners and inspirational videos; and bespoke content tailored to five social channels including Facebook, Twitter, Instagram, Pinterest and YouTube.
Part of the always-on food proposition, content also extends to in-store printed material, recipe cards and customer booklets, as well as Tesco’s brand and trade led platforms, creating a sense of community across the channels. We enlist the help of dedicated specialists and food bloggers to ensure that channels are packed with the latest expert tips, advice and food know-how.
‘We work incredibly closely with Cedar – the dynamic between us is more one of partnership than the typical client/agency relationship. They work hard to maximise the opportunity that our significant customer base and channel ecosystem gives us to connect powerfully with our market. The resulting content they create for us is fantastic, and customers are really engaged and inspired by it.’
The results
Tesco Real Food consistently performs well against the Brand Measures: favourability, likelihood to recommend and helpfulness. In May 2016, visitors to RFO were 12 percentage points more likely to feel favourable towards Tesco than the control group.
The magazine also continues to be well received with 79% of the magazine readers rating the content as good or very good.
of the print magazine per month in the UK.
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Content Marketing Association Awards
Best content on owned media channels (Bronze) 2016TescoJudges praised the Tesco Christmas campaign for its ‘well thought-out content that’s produced very good results’.
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Best of Pinterest UK
People's Choice Award 2017TescoTesco was awarded the gong for its sticky beef and cashews pin, which continues to be one of the highest performing recipes on its Pinterest channel.