In preparation for Easter, Tesco has given its logo a seasonal makeover replacing the ‘o’ with a cracked egg design,  as part of an Easter-egg hunt-inspired campaign.

The cracked egg design has replaced the Tesco ‘O’ in thousands of places across stores, delivery vans, billboards, social media posts, in-store signage, digital advertising, and TV adverts. The retailer encouraged customers to look for the changes in a large-scale Easter egg hunt giving keen-eyed consumers that spot the eggs the opportunity to win prizes.

The ‘cracked egg’ could be found in large logos on the outside of 19 surprise store locations across the country, with the updated design unveiled to launch a £100,000 Easter giveaway from the retailer. 

The Easter-themed logos audiences can find across other formats gave consumers the chance to win £1000 by sharing an image of it on their Instagram grid or Twitter feed with the hashtag #CrackingEaster or on the Tesco Facebook page. 

As the nation faces a cost of living crisis, the giveaway campaign comes as the result of research from the retailer that found almost half the nation (43%) is trying to spend less on their food shopping in 2023. The giveaway will see 100 entrants win £1,000 to spend at Tesco, to help them enjoy a cracking Easter with their family and friends, with the opportunity for winners to also donate or share their winnings with charity if they wish.

The festive campaign engages consumers through gamification and aims to boost loyalty by providing prizes amid the cost of living crunch.