The Challenge
'Tesco have always been a trusted brand, but they’re still not quite where they want to be when it comes to Trust and Reputation compared to some competitors. This is despite all this great work they are doing. So, they want to discover new ways to tell the stories of their sustainability and community work to help the nation discover that Tesco is now more than ever, a brand to trust.
Design an in-person and digital experience that helps Tesco build a trust-based relationship with the nation and tells them how Tesco are bringing to life ‘Every little helps’. Your response needs to translate across multiple channels, including in-person and online, and demonstrate the numerous ways in which Tesco are manifesting their brand promise, from their plastic initiatives through to their work directly helping local communities. It also needs to get people talking and generate brand buzz that puts Tesco at the forefront of people’s minds when it comes to supermarkets to trust.'
- D&AD New Blood 2021
The Solution
In response to the 2021 UN climate change summit, Tesco is showing how every little helps when it comes to fighting climate change. Introducing Carbon Counters, providing in person and digital experiences to inform customers how much CO2 their shopping basket is actually producing. Encouraging consumers, brands and supermarkets to take account of the amount of CO2 they produce and promote sustainable methods of consumption. Rewarding customers for shopping more sustainably; paving the way for supermarkets to adopt sustainable methods of consumption in our global fight against climate change.
In-person Experience
Food consumption makes up more than 1/4 of all carbon emissions yet has been widely overlooked for years. Tesco wants to pave the way for supermarkets to play their part in our global fight against climate change by promoting sustainable consumption.
So Tesco is making every product count...literally!
The supermarket giant will issue carbon counters in the form of stickers onto every single product in Tesco's stores nation wide, using the underlining dashes underneath Tesco's brand mark to rate the efficiency of brands carbon production in the making and distributing of their products.
This new proposal will educate shoppers on how much CO2 their shops are producing, and showing how much carbon their favourite or go to brands are producing to make their products. By educating consumers on brands and products carbon footprints, Tesco is encouraging consumers to shop more sustainability and invest in brands who have a good carbon efficiency.
By encouraging customers to shop more carbon friendly and rewarding them for doing so, brands will be encouraged to reduce their carbon production and footprints in the making and distribution of their products and to invest in sustainable environmentally friendly production methods.
Digital Experience
Shoppers can track their carbon consumption both in store and online with the 'Tesco Carbon Card'. So the less carbon in their shopping baskets the more points they'll earn, which can earn them money off future shops; rewarding them for shopping more sustainability.
Users can also keep track of their carbon consumption over the course of the year with monthly carbon consumption averages from the Tesco website when they use their carbon cards.
Tesco Eco-Range
In response to the UN climate change summit, Tesco will incorporate these new core values of sustainable consumption and environmentally friendly production within the brands identity by changing the brands colours from its traditional red, white and blue, to green, white and black.
This will be present within Tesco's new 'Eco-Range', with the 5 green underlines to represent that their eco-range has been created in the most carbon efficient way possible. The range would be created by Tesco partnering with local farmers, fishermen and agriculture that surround each store. Ultimately supporting the British farming and fishing industries, while drastically reducing Tesco's carbon emissions in the creation of this range in contrast with it's 'Finest Range', while creating the opportunity for the public to reduce their carbon consumption by buying into the new range.
Tesco Eco's Identity
Eco by name eco by nature; to reinforce Tesco's new brand mission of impacting positive change when it comes to reducing CO2 emissions, Tesco has formed an partnership with Deliveroo to carry out home delivers of small shopping orders in place of using the brand vans.
In addition, Tesco would create a sponsorship deal with Forest Green Rovers Football Club, the worlds first fully vegan and carbon neutral football club to reinforce Tesco's brand image and their brand message.
We are facing a global climate crisis and Tesco believes that it's time for supermarkets and brands to be held accountable for their carbon production as much as the average individual person. This idea would make Tesco the first market to pioneer sustainable production and consumption and pave the way for other supermarkets and brands to educate shoppers on how much carbon is in their shopping basket.
Because now more than ever, in our fight against climate change, 'Every little helps.'
