Case Study: Tesco
Tesco has been involved with British Food Fortnight over a number of years.
In 2011, in-store promotions took place with outlets being decorated with Union Jack bunting and British produce was highlighted with shelf barkers and banners with slogans such as ‘Look out for Local’.
In 2012 Tesco became an Official Partner and ran British Food Fortnight promotions across its stores once again. They displayed the Love British Food logo across their Season's Best range and sales of local and regional food at Tesco soared to over £1billion for 2011/12. Promotions also took place in Tesco cafes where sales doubled and products sold out most days.
Sarah Mackie, Head of Local Sourcing said at the time: “The popularity of British foods, and in particular local foods, continues to grow. We’re proud to be the leading retailer for local foods, and we’re really pleased to be supporting Love British Food. We have 5 regional buying offices across the UK and we work to ensure we have the right local products in our stores for our customers to enjoy.”
2013 saw the start of Tesco’s involvement with the new Bring Home the Harvest campaign. They were represented on the judging panel for the Community Harvest Competition in association with the Telegraph.
Tesco extended their support for Bring Home the Harvest even further in 2014 by becoming the main sponsor for the whole campaign. David Woods, Group Managing Director, Health & Wellness Division took a leading role in the judging of the Telegraph Search for Harvest Heroes competition, alongside Elizabeth Truss MP, Raymond Blanc, Blue Peter Gardener Chris Collins and Adam Henson.
Tesco’s support also allowed the National Harvest Service to hit the road, travelling outside of London for the first time, to Birmingham Cathedral. HRH The Duchess of Cornwall was joined by over 350 children, other dignitaries and supporters from the world of food and farming at the Service.
In addition, Tesco partnered with their British suppliers who spoke to customers in-store and ran children’s activities. They ran virtual field trips through their newly established Eat Happy project and Billy Branston Amazing Potato Factory – a special bus where children can learn about a potato’s journey from field to fork - also toured stores.