Tesco: Turning a small change into a big statement

Tesco, a groceries and general merchandise retailer, launched a campaign in the UK to drive overall trust in the brand by demonstrating how Tesco could be genuinely helpful to the Black and Minority Ethnic (BAME) community.

Campaign details

Brand: TescoAgency: BBH

Executive Summary

When people think of social change they think of grand gestures and universal symbols. Today, the fight for equality looks like thousands of people gathered in the streets to protest or a blacked out Instagram feed.

For good reason, people tend to think of the bigger picture when fighting for systemic change. And at times, the personal is overshadowed by the political. This type of thinking has given rise to 'Virtue signalling'.

In reality, progress isn't usually defined by grand gestures that have given rise to 'Virtue signalling'. Sometimes progress...

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