We knew that the Tesco banner ‘Little Helps’ was their most successful communications effort. We therefore wanted to utilise this banner for a campaign which would focus on how Tesco offers help to local communities around its stores. This campaign would increase awareness of this work and consequently improve public trust in Tesco.
Growing trust perceptions through advertising is no mean feat as half of the British population view even the most trusted advertising with scepticism. We knew that Tesco would need to overcome several barriers surrounding this in order to effectively meet their targets.
To make this happen, we came up with the idea of ‘Little Helps Day’ which would respond to and overcome these barriers to building trust. Over a single day, Tesco would partner with Britain’s three largest radio networks – Global, Bauer and Wireless – to reach 24 million people through six radio stations. The on-air talent would celebrate stories of Tesco helping the specific communities or niches of each station.
We decided to use radio as the second most trusted media type behind TV, which would not be a suitable platform to reach the specific community audiences we were trying to reach. In order to reach these communities more effectively we would need to overcome the public’s ingrained distrust of brands and business. Therefore, we utilised the public’s trust of local community members by telling dozens of stories of Little Helps, told by DJs from the local regions and/or made specific to the radio station specific listener passion.
This approach enabled the campaign to find an effective balance between scale and specificity as the singular campaign vehicle of the radio enabled a consistent, confident statement to the nation whilst individual content celebrated specific Tesco helps. By condensing the campaign into a 24-hour window, we also achieved a balance between persuasion through repetition and bombarding, and thus irritating, the target audience.