Tesco Ireland wanted to re-establish its reputation for food quality. Despite sourcing heavily from Irish producers, consumer perceptions leaned towards the brand being less premium and less supportive of local suppliers. The challenge: make the quality of Tesco’s food undeniable on social media while highlighting local sourcing and value in ways that felt relevant and engaging.

The issue wasn’t reality, it was perception. Our objectives were to: - Make social-first content to drive engagement and saves through recipe-led content - Make quality and value culturally relevant on social tapping into calendar moments and key food conversations - Highlight local suppliers and farmers in-store through hi-fi storytelling

We shifted from promotional messaging to value-add content. Every post had to do one of three things: - Inspire (save-worthy recipes and recreating relevant social-first food trends) - Entertain (repeatable, episodic format and reactive food content) - Educate (NPD highlights, supplier stories, sourcing credentials)

Working as an extension of Tesco’s in-house team, we built a bespoke Tesco Kitchen in our studio, an aspirational home for food content. This gave us the stage to create hi-fi recipe and influencer content that showcased premium quality, while also producing agile, lo-fi formats to capture everyday cultural moments. We leveraged aesthetic hooks, bold colour contrasts, and trend-led formats to make Tesco’s food look as good as it tastes. The approach spotlighted local suppliers, launched new products, and drove in-store value messages with real taste appeal. The studio setup, coupled with an integrated way of working, meant we could react quickly to changing priorities while keeping Tesco on the cultural pulse. Client anecdote: Our market share has grown from 23.9% to 24.2% YoY and we continue to grow ahead of the market, with spend growth of +6.7% while the market grew +5.3%.