Tesco has announced a new food and drink roadshow that will be touring the UK in the coming months, featuring products for the summer season.
Developed by creative brand experience agency N2O, the roadshow will travel to 100 Tesco store car parks to celebrate a “summer full of flavour”. The events will feature free food tasting and family-orientated interactive activities.
Branded and Tesco own-label products will be positioned in summer houses, set around a garden complete with white picket fences. This will include a BBQ area, family space complete with brands such as Lego and Nerf, and a live food theatre showcasing recipes and tips on how to celebrate at home with friends and family.
Nigel Clifton, Head of Creative at N2O, said: “This really is a coming together of what summer has to offer. Our strategy is driven by our insights – which identified that Tesco shoppers are looking for more affordable options for their summer food and drink, including cooking at home instead of eating out, and they are more likely to be looking for quick and easy food ideas. This all informed the direction we went in, with our brightly-coloured summer setup with recipe inspiration theatre, cost and time-saving tips, abundance of free food to try and chances to win a family fun day out.”
The experience will also be extended into selected stores, with summer houses in foyer spaces offering sampling and more information for customers to take home.
NAM Implications:
- ‘Beat that, Aldi!’
- Seriously, a great way to make an impact on those consumers not too distracted by events.
- Given the obvious inclusion of own-label (and also appropriate brands)…
- …perhaps a pointer to ensure participation in what has to be bigger and better next year.
