THE CHALLENGE
As one of the UK’s best-known and loved brands, Tesco is a trusted purveyor of everyday essentials. Our challenge was to drive share of voice and talkability in an increasingly competitive environment.
Staying true to the Tesco ethos of Every Little Helps, we explored life moments where we could show up and offer help to customers, settling on summer weddings. With couples spending on average £23k+ on weddings, newlyweds are settling into married life strapped for cash. Enter Tesco with a genuinely helpful solution.
THE IDEA
The Tesco Wedding Gift Registry. We turned the concept of the traditional wedding gift registry on its head. Out with wine glasses, salt and pepper shakers, and special occasion fine china and in with presents of a more practical nature.
Partnering with leading wedding list site Prezola, and with commentary from Married at First Sight relationship expert Mel Schilling, we devised six insight-backed bundles of everyday essentials and little luxuries to help couples settle into wedded bliss.
The £63 ‘Tesco Really Useful Stuff’ wedding gift package offers happy couples a year’s supply of extra soft toilet tissue, toothpaste, refuse sacks, kitchen towel, antibacterial hand wash, and shower products – a truly comprehensive starter pack for married life.
And then there is the £39 ‘I Love Brew’ bundle with a generous six month supply of tea and biscuits, meaning evenings on the sofa just got cosier.
Other bundles include the £79 ‘Dine-in Dates’ package with six months’ worth of at-home date night meals and the £156 ‘A Toast to Love’ gift, ensuring a healthy stock of celebratory champagne for the coming months.
And more than just a series of quirky gift bundles, they were designed to solve real life relationship issues:
One in five say that someone finishing the loo roll and not replenishing it is their biggest household gripe
16% see red when the bin bag isn’t replaced
88% of engaged or recently married couples said that practical gifts have a more important role in today’s society
The Wedding Gift Registry sparked healthy debate about romance versus practicality and proved that Tesco is there at all life’s moments, big and small.
THE RESULTS
Good Morning, Lorraine, Loose Women, This Morning, the Jeremy Vine Show all debated the Tesco Wedding Gift Registry at length
In addition, it was covered in bulletins on BBC Radio 2, BBC Radio 6, Sky News, Talk Radio, Heart, Absolute and LBC, achieving 108+ pieces of broadcast coverage
18 national print and online articles including The Times, The Guardian, Daily Mail (x4) and the Independent
414 media articles in total, 92% of which had Tesco in the headline
Picked up internationally, with coverage in the US, Australia, New Zealand and more
