Client: Tesco
UK shoppers are constantly seeking value, and for decades, Tesco has been delivering market-leading deals on their weekly groceries. However, with ever-changing promotions and intense competitor noise, Tesco required an always-on, flexible communication vehicle to house its deals and lead the national value conversation. In 2016, a ground-breaking solution emerged: the weekly Tesco Clubcard Trade Partnership. This pioneering joint commercial project between the UK’s biggest newsbrands established the first bespoke, long-term media hold, providing access to Tesco’s best own-brand and branded product deals 52 weeks a year. Now in its 10th year, this partnership not only consistently drives short-term sales but continues to be a leading performer among Tesco’s value-led campaigns, boasting a long term ROI of £5.25, the strongest performer across ‘value’ to date.
