Our brief was to deliver a creative campaign to appeal to consumer media, bringing to life the message that for every pound you spend on shopping at Tesco you get money off your petrol at a Tesco petrol station.
We campaigned to get Brits back on the road, highlighting real life issues caused by the cost of fuel and demonstrating how the Fuel Save initiative would help.
We built a car made entirely out of groceries to bring the Fuel Save initiative to life, and toured it round UK cities.
Our insight, supported by research, was that worry about fuel prices was preventing Brits from taking non-essential trips. Our first news release revealed that this impacted negatively on visits to family and friends and we brought in a spokesperson from Mumsnet to discuss the findings on radio. For a second news burst we revealed that people were put off UK holidays by petrol prices and listed the favourite places people would have otherwise visited. We timed this with the bank holiday and a spokesperson from the RAC added credibility and third-party endorsement.
To extend the story onto social media and to highlight that every £50 spent in store earns you 2p off a litre, we created a Twitter competition that mirrored this benefit. Followers were asked simply to retweet Tesco, and with every 50 retweets 2p was added to the prize pot. The challenge was to reach 3,000 retweets to create a total prize fund of £100 Tesco vouchers for ten people.
We also engaged with key influencers who kept fuel diaries and rewarded them with fuel and vouchers for a day out with their family on the bank holiday.