The Tesco supermarket chain has been building its value proposition for years around quality, price and convenience; a positioning that has recently been specified in the brand platform “Need Anything From Tesco?”, with which it highlights its wide range of products. And they wanted to materialize it in a special outdoor advertising action on the occasion of Mother’s Day in the United Kingdom, which this year took place on Sunday, March 15.
Thus, last Saturday, March 14, together with the creative agency BBH London, it installed a billboard with tulips at King’s Cross station with the intention of helping consumers find a special last-minute detail for mothers in the country. The installation, 8m long by 2.5m high, was visible in the station lobby between 10am and 5pm, placing 5,000 flowers at the disposal of citizens. Those passing by the station could pick some of the tulips and form a bouquet which Tesco staff helped gift wrap.
In the installation, the flowers shaped the message “Do you need something from Tesco?”, emphasizing the company’s new positioning, which relies on an everyday question in consumer conversation to highlight the supermarket’s role in everyday life. Furthermore, on a more tactical level, it promoted one of Tesco’s main Mother’s Day offers: tulips, available in stores for £5 with the Clubcard.
To publicize the installation, the supermarket has collaborated with influencers and content creators. They have invited their communities to come to the installation and get their own bouquet of flowers to give to their mothers or loved ones. “Don’t miss this generous promotion. It’s a lovely way to celebrate the important role mothers play in our lives.“, commented one of them.
The move forms part of the launch of Tesco’s new brand platform, which reinvents its iconic slogan ‘Every Little Helps’. By converting the well-known phrase “Do you need anything from Tesco?” In a nationwide invitation, the campaign brings the platform to life as an ongoing conversation with customers, employees and communities. It highlights how Tesco is present to help with the products that people need in their daily lives, but also with those small details that make other moments, such as Mother’s Day, special.
