Tesco Stores Europe - Real Magic, by Moms.
Problem
In Central Europe, moms are the quiet heroes of family life, juggling countless responsibilities and often taking charge of the weekly shop. Yet, while they make up a significant portion of Tesco's customers, their contributions and individuality are underrepresented and rarely celebrated in advertising. It’s time to change that.
Solution
We created a Christmas campaign that put moms at the heart of the story, celebrating their tireless efforts and the magic they bring to the holidays. Through heartfelt messaging and relatable storytelling, the campaign honored moms for all they do—both seen and unseen—to make the festive season special for their families. By shining a spotlight on these everyday heroes, Tesco not only connected emotionally with its audience but also filled a significant gap in Central European advertising.
Result
Increased Sales: A 12% rise in holiday grocery sales compared to the previous year. Brand Sentiment Boost: A 25% increase in positive brand sentiment across Central Europe during the campaign period. Engagement Success: The campaign achieved 1.8 million social media interactions, with a 40% increase in shares compared to Tesco’s previous campaigns. Customer Recognition: 82% of surveyed customers said they felt the campaign resonated with their holiday experience, with moms specifically noting they felt “seen and appreciated.”
