PREMIUM MEAL DEAL • TESCO

Tesco wanted to raise awareness around the launch of its new Premium Meal Deal, which features a premium main alongside familiar snacks and drinks from the Core Meal Deal, for just £5.00 with a Clubcard. To mark the launch, we created a photo stunt which saw two meal deal fans treated to a fine dining experience in the aisle in a Tesco store as shoppers looked on bemused. 

The objective was to land earned media coverage that generated positive awareness around the launch. In the week of launch, there was a 2,600 per cent spike in Tesco Google searches linked to the Premium Meal Deal. Coverage started appearing the day of the launch in titles including The Sun, Daily Mirror and LADbible – 243 pieces were secured in total across national, consumer and regional media, with an OTS of 303 million. The sentiment around the launch in earned media was 100 per cent positive, with key messaging cutting through 100 per cent of coverage.