TESCO BABY EVENT
Little Helps for Little Ones - Helping Tesco to grow in the baby category
THE ASK
Help Tesco to help grow their share of the baby category by promoting their offering & expertise in the area.
The campaign objectives were to drive footfall to stores, also targeting shoppers of competing grocery stores.
THE RESPONSE
The Tesco Baby Event - a series of in-store events aimed at new parents, offering expert advice on areas such as diet, sleeping, car safety, & hygiene, featuring experts such as Lucy Wolfe, Aveen Bannon, the Road Safety Authority & Parent First Aid.
We also worked with Tesco’s suppliers to create themed gift packs for the attendees. Brands included in the packs were SMA, Waterwipes, Piccolo, Danone, Johnson & Johnson, Milupa, Cow & Gate, Procter & Gamble, Unilever, Ella’s Kitchen & Organix.
Events were promoted in-store & through a targeted social media campaign, aimed at parents in the vicinity of upcoming events.
THE RESULT
To date the baby events were run across 110 stores with between 80 & 170 attendees per event.
The event was successful in getting non-Tesco shoppers to visit the store, with over 50% of attendees stating they do their primary shopping at a competing store.
93% of attendees of the events went on to shop while in store.
84% of those who attended an event said they would be highly likely to recommend the event to a friend.
Since the onset of COVID-19 we have adapted the format to a virtual one running online webinars.
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