THE IDEA
Our strategy was to embed the ATL positioning into everyday culture in a way that felt relevant, timely and shareable so it unlocked strong earned media potential. So, we brought a simple but powerful human truth to life: sometimes, a trip to Tesco isn’t just about shopping, it’s about taking a moment just for yourself.

We commissioned research to uncover the surprising ways Brits carve out ‘me time’, revealing that 42% admit to escaping to the supermarket for a break.

We then turned this behaviour into a tangible, newsworthy activation: Tesco Park & Pause bays. Rolled out across 10 stores nationwide, these dedicated spaces offered visitors a 30-minute slot to rest and reset, with a free hot drink and biscuit delivered straight to their car window.

The activation was supported by strong visual storytelling, capturing the bays in action and showcasing Tesco to our media contacts as a brand that truly understands everyday needs.

THE RESULTS
131 pieces of coverage
13 national pieces and 13 consumer pieces
64 million opportunities to see (OTS)
96% of articles included details about the Park & Pause scheme
96% mentioned Tesco in the headline
89% referenced the “Need Anything From Tesco?” brand platform