Tesco: Delivering Social Excellence

Managing the social & digital content strategy and output for Europe’s biggest supermarket (as part of a great team).

I’ve been at BBH since 2017, so I work on a slew of ‘smaller‘ Tesco social & digital projects, both day to day for campaigns – all part of managing Tesco’s social & digital strategy and output.

For context, five years after Tesco recorded the biggest loss of any retailer in UK history, the company reported 20 quarters of consecutive growth. It’s one of the great corporate turnarounds in British history.

I like to think that social media played a key role in this – and have the receipts.

Regular deliverables

• Shaping, reviewing, and refreshing our social & digital content strategy for Tesco, ensuring this ladders up to Tesco’s overall brand objectives

• Weekly / quarterly / monthly content optimisation reports and meetings (plus ad hoc reports after campaigns)

• Translating Tesco’s campaigns into impactful social executions, working with a range of internal and client-side stakeholders

• Managing Tesco’s reactive content stream (‘Newsroom’)

Some key projects & wins (in reverse chronological order)

2019

100 years of Tesco – Skips vs Frazzles (a campaign so much fun it

Christmas – social and digital activities including the cute little 8-bit game ‘Delivery Dash‘ (with a Tesco delivery van travelling through the decades, just like in the Tesco ad, and a special guest appearance by Kevin the Carrot of Aldi fame)

2023

Troy: We engaged a creator whose “shtick“ is standing outside stores to greet people to stand outside Tesco and sneak in some Clubcard RTBs.

2021

An Easter scavenger hunt for Twitter, involving brands like Aero (based on the insight that people love Tesco’s branded Easter Eggs)

Clubcard Prices Cup

The World’s first Twitter Musical Chairs

2020

Easter: Eggs with Legs

• A social campaign about giving Tesco’s eggs a personality, including

  • A choose your own adventure Twitter thread

  • Interactive Instagram stories content

• Our social channels played a key role in disseminating and managing Tesco’s Covid comms

  We used social to take a stand against hate when a Tesco ad faced racist backlash

  We created a cute little Halloween ghost