Tesco partnered with Simply Social in April 2025 to evolve how the brand showed up across social, with a shared ambition to elevate food quality perceptions and bring stronger storytelling to the forefront.

Focused initially on TikTok and Instagram, we worked side-by-side with the in-house team to create a new, always-on content model that blended studio craft, culinary expertise, and culturally aware formats. This collaborative setup enabled Tesco to tell richer stories around product quality, seasonality, and Irish sourcing - with social leading the conversation.

Our primary audience was 25–44 modern grocery shoppers who value quality, convenience, and inspiration from trusted brands. Across TikTok and Instagram, we looked to engage: Food-curious shoppers seeking recipe inspiration Value-minded consumers interested in seasonal and local produce Younger audiences influenced by social-first food trends By elevating food craft, spotlighting Irish suppliers, and bringing authentic voices into the feed, we created content that could inspire at home, influence in store, and shift perceptions at scale.

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. We also translated above-the-line campaigns into social-first storytelling through vox pops, consumer reactions, and employee engagement, making the brand feel more connected and relatable.