CARL’S ‘ALL CHANGE’ CASSEROLE

To introduce their meat alternatives for families, Tesco decided to use Food Love Stories, a creative platform to shift perceptions of Tesco Food through emotional storytelling .

Knowing that Twitter (RIP) is a hotbed of emotional oversharing, I went there to see what the ‘meat free’ community was sharing. I found a tweet that was going viral, which became the basis of our ad (see below).

The campaign became the topic of international discussion, selling out the product and increasing several brand metrics in the process. Eventually, it rapidly became one of the most checked recipes on the website. I also wrote a paper about it, shortlisted in the Insight category at the 2020 Marketing Society Brave Awards.

Creative: Matt Crump, Gavin McReady / Agency: BBH London