30 MAR 2021
At a time when people feel unsafe on the streets of the UK, Tesco has highlighted the role the community and its stores can play in providing convenient safe places for anyone feeling concerned.
With nearly 4,000 stores nationwide, Tesco has a presence in almost every major town and city. These stores, some open 24-hours a day, act as physical safe havens for those who need it.
We used owned social media channels to raise awareness that, not only were people welcome to wait for a taxi, bus or a friend in store, but that staff members would be happy to help if this was needed as well.
Our public service message went out across Facebook, Twitter and Instagram, reaching nearly four million people.
The public welcomed this move with thousands of reassured comments across Instagram and all social platforms, including 27,000 reactions on Facebook and approximately 2,500 on Twitter.
Research showed an ad recall rate of nearly 11% overall, double the benchmark rate and scored even higher among female recipients.
In line with Tesco’s #everylittlehelps, this was an important step in providing people in local communities, the support and reassurance they need at a time of grief, fear, and uncertainty.