To broaden customer understanding of Tesco as a supermarket that offers not only great prices, but great quality fresh food, too.
In the face of the toughest food retail conditions in 20 years, Tesco wanted to refresh their customers' perception of the brand's food quality, freshness and provenance. As a result, we had to move with both speed and scale to communicate a sophisticated, multi-layered message across several different media types.
The ‘Real' in the Real Food proposition that we developed is an ideology that informs all the content, delivering what our busy, cash-conscious readers tell us they want: inspiring but accessible recipes, plus targeted know-how to make cooking easy and stress-free.
Content functions across a number of platforms - Real Food magazine, website, in store recipe cards, and Real Food Family Cook Off (the first ever TV cooking competition sponsored by Tesco), and associated Real Food cookbook.