25 FEB 2021
2 MIN READ
Tesco partnered with Gay Times to encourage celebrations that are inclusive for all this Valentine’s Day.
As part of Tesco’s commitment to planning inclusively, the supermarket identified the LGBTQI+ community as a key focus area for this year’s Valentine’s Day. Partnering with Gay Times, we were able to gather valuable insights to help Tesco plan their Share the Love campaign this February and reach the audiences we wanted to speak to most.
Our insight showed that only 32% of marketers engage with the LGBTQI+ community outside of the Pride window, and that there was a real lack of authentic voices within the community – 82% of the LGBTQ+ community feel that representation in ads is tokenistic – prompting the importance of us partnering with a voice that is trusted within the community.
We partnered with Harry Trevaldwyn, actor, comedian and writer, to create three bespoke videos which we could share both on Gay Times and across Harry’s social media. We further supported the content with paid activity, editorial content and bespoke Gay Times and Tesco display banners.
By partnering with Gay Times we were able to strike the right balance of authenticity as well as maintaining Tesco’s tone in the activity. Furthermore, keeping Tesco Colleagues at the heart of all that we do, we worked alongside LGBTQ+ at Tesco, Tesco’s LGBTQI+ network, to share all the content across internal channels.
The campaign was received with amazing sentiment, and many have called the video out as one of their favourite ads.
You can see the three videos from Harry via Gay Times below: