Leading in a crisis

2020. Need we say more?

At a time of huge uncertainty, we reassured and helped feed the nation.

As the severity of the Covid-19 crisis became clear in the UK, we knew Tesco might find itself at the eye of a national storm. It was time to step up.

The business focused on working with supply partners, finding solutions to keep people safe and keeping customers fed. Our comms took on a new level of significance: within 72 hours, we had a 30” spot on TV to share an update on how the new measures would impact shopping at Tesco. Store managers and Tesco colleagues worked with our production team through the night to make it all happen. As government regulations continued to change over the following months, we developed new comms across channels to clearly communicate Tesco’s latest safety rules and how they protected colleagues and customers.

Once the initial moment of impact had passed, we looked at how lockdown was affecting families – and how Tesco could help.

We had a strong creative vehicle and we drove it on the lockdown highway: Food Love Stories, 2020 edition.

We started with Food Love Stories Dedications, where people cooked dishes that reminded them of family members they couldn’t see in person. Given the casting constraints, we also called on our Black Sheep’s families to take part (a special shout-out to all the Black Lambs). After some lightning speed home filming and slick editing, we had another film on air before the week was out.

Next, we got on Skype. Nana’s ‘Long-distance’ Lamb told a family’s story of virtually coming together to learn how to cook their matriarch’s Easter dish. All shot, directed and edited safely and remotely, turned around in record time.

Last but not least, we joined 3 brothers trying their best to recreate their Aunt's Ramadan iftar dish in lockdown. Behind the scenes, Tesco colleagues had used Zipcars to transport food to the shoot the evening before.

Christmas ads usually go one of three ways: escapist, cute or sentimental. But 2020 changed everything. We cancelled the Naughty List, so whether you texted your ex two days into lockdown or bought too much loo roll, you were off the hook.

A week-long socially distant shoot, 9 locations, 30 cast members, 1 Britney soundtrack… and the Tesco team had created the nation’s most effective Christmas ad of 2020 (according to YouGov).

In the words of our Creative Director, Tom Drew: “We knew people needed a laugh, but we didn’t quite realise how much.” Forbes even called it “the ad that won Christmas… quirky, funny but above all on-point.”

Ultimately, all of Tesco’s helps through 2020 – little and big – gave the nation what it needed at the right time: reassurance, support and much-needed joy.

• Marketing Week Masters Brand of the Year
• Covid-19-specific brand metrics show consumers see Tesco as the best supermarket for ‘doing the right thing’ with a score of 29%
• Kantar data shows Tesco’s ‘Some little helps for safer shopping’ campaign was among the most effective of any brand in the initial throes of the pandemic
• Campaign's #3 Brand of the Year