Tesco Taps into Social Media Powerhouse to Enhance Customer Engagement
Tesco, the UK’s largest supermarket chain, has embarked on a significant move to bolster its social media presence by appointing Uncovered, a specialist social-first creative agency, as its strategic partner. This marks the first time Tesco has enlisted a dedicated social media agency, signaling a renewed focus on connecting with customers on platforms like TikTok, Instagram, and others. While Tesco has collaborated with various agencies on individual social media campaigns in the past, this new partnership with Uncovered represents a deeper commitment to crafting a cohesive and impactful social media strategy. Tesco’s UK Marketing Director, Murray Bisschop, emphasized the importance of this initiative, stating that the supermarket aims to create "engaging and relevant" content for its customers through this collaboration.
Uncovered, a relatively young agency founded in 2017, has rapidly gained recognition for its innovative and effective social media campaigns. The agency boasts an impressive portfolio, having worked with prominent brands such as Ben & Jerry’s, Taco Bell, Birds Eye, and Tingly Ted’s. Their success story includes being named the social media agency for KFC UK & Ireland last year, a testament to their creative prowess. Furthermore, Uncovered’s work extends beyond the commercial realm, as they reportedly contributed to enhancing the Labour Party’s social media presence in preparation for the 2024 election. The agency’s creativity and effectiveness culminated in winning the prestigious "Greatest Creative" award at the TikTok Awards for their work with KFC, specifically a campaign that cleverly identified "Oil Up" as an emerging slang term among Gen Z and Gen Alpha.
For Uncovered, securing the Tesco account represents a major milestone. Chris Cookson, CEO and founder of Uncovered, expressed his enthusiasm for the partnership, highlighting Tesco’s ambition and creativity as key factors that attracted the agency. He sees this collaboration as an opportunity to "push the boundaries of social, create work that resonates, and drive real impact" for Tesco in the coming years. This partnership aligns with a broader trend in the grocery sector, as supermarkets increasingly recognize the potential of platforms like TikTok to reach and engage younger demographics.
The grocery industry is increasingly recognizing the power of social media, particularly TikTok, to connect with consumers, especially younger generations. Last month, Lidl made headlines by becoming the first supermarket to utilize TikTok Shop, the platform’s integrated shopping feature. This innovative approach allows users to purchase products directly through posts and live streams, seamlessly merging entertainment and commerce. Tesco has also been actively exploring the potential of TikTok, running various high-profile campaigns. A notable example is their partnership with "Potato Queen" Poppy O’Toole, also known as Poppy Cooks, to promote their Fruit & Veg For Schools campaign. This collaboration leveraged O’Toole’s popularity and expertise to engage a wider audience with Tesco’s initiative.
Furthermore, Tesco has demonstrated its adaptability by incorporating social media trends into its in-store experience. Inspired by the popular healthy eating trend on TikTok, Tesco introduced dedicated salad creation bays in its stores. Recognizing the growing trend of users sharing photos of their salads online, Tesco aims to inspire and facilitate personalized salad creations by providing convenient access to a wide array of ingredients in one designated area. This initiative demonstrates Tesco’s commitment to staying relevant and responsive to emerging consumer preferences.
In 2022, Tesco launched an engaging competition to find the "voice of the self-checkout," generating over 3,000 auditions. This innovative campaign not only created buzz and excitement but also provided Tesco with valuable user-generated content and a unique opportunity to connect with its customer base in a playful and interactive manner. This competition exemplifies Tesco’s forward-thinking approach to leveraging social media for brand building and customer engagement.
The partnership between Tesco and Uncovered signifies a strategic shift in the supermarket’s marketing approach, prioritizing social media as a key channel for connecting with customers. By harnessing Uncovered’s creativity and expertise, Tesco aims to create engaging, relevant, and impactful content that resonates with its target audience. As the grocery industry continues to embrace the evolving landscape of social media, Tesco’s proactive approach positions the brand to effectively engage with consumers in the digital age. This collaboration holds significant potential for Tesco to strengthen its brand image, foster customer loyalty, and drive business growth through innovative and impactful social media campaigns. The partnership reflects a broader industry trend towards leveraging social media platforms, particularly TikTok, to reach younger demographics and adapt to the ever-changing digital landscape.