WE MADE A MEAL OF TESCO’S VEGAN RANGE

THE CHALLENGE
To launch Tesco’s new Wicked Kitchen range developed by vegan chef Derek Samo.

PEOPLE-FIRST INSIGHT
Consumers – especially those that aren’t vegan or vegetarian – assume that plant-based food is bland tasting.

THE STORY
In order to create buzz around the launch and to prove to vegans and non-vegans alike that plant-based food doesn’t have to be bland or boring, we organised two key moments of activity. Before the launch, we held an event and invited 18 journalists and influencers to a plant-based sit down dinner cooked by Derek Samo. The plant-based dishes that were served used ingredients that inspired the Wicked Kitchen range. Journalists expressed their surprise and delight in the dishes, gushing about them in magazines like Woman and Fit & Well. Afterwards, we invited media to sample the Wicken Kitchen range and delivered four products from the range, as well as branded merchandise.

THE OUTCOME

We secured results that far exceeded our targets with features in The Independent, Metro, Mail Online, Daily Mirror, Notebook, and Pretty 52. 55 pieces of coverage. 667 million OTS. 100% of coverage secured positive sentiment.