TESCO FIRE PIT

Working with Tesco to carve a bigger slice of the meat market in Ireland.

THE ASK

Create an experience for shoppers that would change their perception of Tesco’s meat offering.

THE RESPONSE

Fire Pit - An American style barbecue experience, operated by world-renowned pit masters, using Irish oak in smokers to prepare the meat ‘low & slow’ style.

We took this experiential roadshow around the country, showing up at all of Ireland’s biggest food & entertainment events; Electric Picnic, Bloom Festival, Taste of Dublin, Galway Arts Festival, Laya City Spectacular, The Big Grill, & The Ploughing Championship.

Rather than just taking our word for it, guests could experience it for themselves in an elevated way that champions the meat.

Additionally, we worked with leading chef, Andrew Holmes to create a restaurant-quality menu with three hero dishes that can be served remotely in a bespoke Airstream food truck.

THE RESULT

The quality of the preparation was acknowledged at the prestigious Big Grill Festival in Herbert Park, where Tesco’s brisket steak was voted best in class by peers.

The initiative culminated in the launch of a new product range, Tesco Fire Pit, which was rolled out in both Ireland & the UK.