The Orchard at Tesco
Joy Armitage
Campaign details
Lead agency: dunnhumbyBrand: TescoCountry: United KingdomIndustry: Supermarkets and grocery storesChannels used: Earned media, buzzMedia budget: 500k - 1 million
Executive summary
This case study describes how British supermarket chain Tesco used a carefully targeted, planned and monitored advocacy campaign to improve its image.
Tesco wanted to develop a community of loyal and socially influential customers and colleagues to help rebuild emotional loyalty for the retailer, but had limited space Tesco to share insights into the quality, freshness and provenance of their...