How Tesco grew share of voice last Christmas by embracing joy

Determined to offer Christmas without the compromise, Tesco drove value perceptions and boosted its NPS with its award-winning Christmas 2022 activity.  

Tesco retail MW Awards 2023
Source: Tesco

Amid global insecurity, political disillusionment and a cost of living crisis, Tesco feared festive cheer was under serious threat in 2022.

Against this backdrop, the supermarket needed to drive Christmas sales, maintain market share and enhance perceptions of Tesco as offering value and festive joy. The team also had to develop a multi-market campaign that would resonate in the UK, as well as countries like Hungary, the Czech Republic and Slovakia.

On a mission to stand up for Christmas joy, Tesco and creative agency BBH devised the idea of forming The Christmas Party, a single-issue political party focused on delivering a festive season without compromise.

Bespoke creative was developed for each country celebrating their specific Christmas rituals to boost local relevancy. The Christmas Party unveiled its manifesto in print and outdoor, while a TV ad ran in the style of a political broadcast.

The comms then switched to hero products and special offers, providing customers with personalised deals. On social media, Tesco stoked debate about the correct way to eat an advent calendar and livestreamed a ‘leadership race’ on TikTok with contestants racing as turkeys. A partnership with ITV promoted the retailer’s work within local communities.

The campaign drove a 20-point increase in positive sentiment about Tesco, while the supermarket claimed a 27.5% share of voice among its rivals on social media. Quality scores for Tesco’s food rose by four percentage points, with overall NPS up five percentage points.

The Christmas Party push delivered a value perception of 39%, exceeding objectives and beating the retailer’s 2021 and 2020 festive campaigns, results which helped Tesco win the 2023 Marketing Week Award for Retail and Ecommerce.