The Challenge

As the UK’s largest supermarket, Tesco aims to provide an extensive range of products that satisfy all dietary requirements. With the number of people eating more plant food on the rise our challenge was to ensure people know that Tesco has great quality products for people trying to eat more plant whether they be vegan, flexitarian or reducing the amount of meat they eat for environmental reasons.

People-First Insight

For those that aren’t established vegans, thinking about eating more plant can be daunting. There are assumptions that it won’t be as tasty and that it takes ages to prepare. We needed to excite media, influencers and customers with how delicious and convenient a plant meal could be.

The Story

Over the year we launched two new plant-based ranges for Tesco.

The first was Wicked Kitchen , which consisted of plant-based products developed with vegan chef Derek Sarno. We hosted a dinner for key media and influencers at which Derek recreated the dishes from the range, as well as showcasing other delicious dishes you can make from plant food. This was supported with a hard-working press office to deliver product on page when the range launched. We were able to get product into the hands of celebrity influencer, Lucy Watson, who raved about the range on Instagram.

The second launch was Tesco’s Plant Chef range, which coincided with the launch of further Wicked Kitchen products. Following the success of the Wicked Kitchen dinner, we hosted another media and influencer dinner but for even more people. We had Head of Plant Food at Tesco, Derek Sarno presenting the range and cooking, with product development managers on hand to talk about the products in more detail. Again, the activity was supported by a hard-working press office.

Following consumer research that we undertook for Tesco at Christmas, that revealed how many people were planning on eating plant food at Christmas but weren’t feeling confident about what to serve, we created a consumer event called Tesco Vegmas. This was a two-night immersive event. We got rising Vegan chef stars, BOSH!, to work with Tesco’s Head of Plant and Chef team to create a delicious plant food feast. The menu had dishes cooked from scratch but also highlighted the delicious pre-prepared dishes you can get at Tesco. The room was decorated top to toe in amazing plant installations making it highly shareable on social media. To take these dishes to a wider audience we created a Festive Menu Helper app where people could get inspiration for Christmas dishes and recipes based on their likes and dietary requirements. 

How It Travelled

Tesco cited the Wicked Kitchen PR launch as having an impact on the brand’s increase in profits and share price.

Vegmas was a sold-out event. BOSH! received 1.2 million impressions on their owned channels, with their most liked photo ever being the Vegmas Mushroom Wellington from the event.