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BEATTIE PROVES EVERY LITTLE HELPS

Supermarket giant Tesco turned to Beattie to grow community and charity efforts.

THE CHALLENGE

As one of the UK’s largest supermarket chains, Tesco has been widely celebrated for its forward thinking approach towards helping to feed communities through its Community Food Connection scheme and support local groups and charities through its Bags of Help scheme.

Ahead of the fifth year anniversary of both schemes in 2020 and to coincide with the supermarket’s 100th birthday in 2019, Tesco continued its ongoing partnership with Beattie to further raise awareness of how the projects have benefitted groups across the UK.

Tesco: Bags of Help & Community Food Connection Tesco: Bags of Help & Community Food Connection

THE CAMPAIGN

As part of Tesco’s commitment towards ensuring food doesn’t go to waste, the Community Food Connection scheme, supported by food redistribution charity FareShare, is the largest supermarket food redistribution food scheme in the UK.

To celebrate the successes of the scheme, we devised a campaign to put a focus on exactly how some of these groups are making use of the surplus food. Working closely with FareShare, we identified and contacted selected groups to compile some amazing case studies for local, regional and national media use, complete with an array of fantastic imagery shared by the charities and groups, from local schools and allotment services, to associations supporting the most vulnerable in society.

For Tesco’s Bags of Help campaign, which raises millions of pounds for good causes all across the UK through customer votes, it was vital for Beattie to share the stories from the recipients over a period of time. 

Working with the project’s charity partners GroundWork and Greenspace Scotland, we co-ordinate with contacts at each charity or group, as well as local Community Champions based in the Tesco stores, to create wonderful case study stories covering every step of the Bags of Help journey.

From the minute winning groups are notified that they’ll be receiving the funding to the point when they’ve used their nominated funds, we ensure we find compelling ways to share these stories and to entice more groups to get involved.

To broaden the scope of the Bags of Help scheme, we also took a creative approach towards more targeted versions of the scheme, whether it’s a focus on coastal groups or even to tie into Tesco’s 100th year anniversary with a special Centenary vote.

Tesco: Bags of Help & Community Food Connection Tesco: Bags of Help & Community Food Connection

THE RESULTS

Over the past twelve months, we’ve secured more than 400 pieces of coverage across national, local and broadcast media titles for the Community Food Connection, which has now helped more than 7,000 groups across the UK by donating over 77 million meals worth of food from Tesco stores across the nation since it launched back in 2015.

For the Bags of Help scheme, we have generated more than 1,700 stories across print, online and broadcast media which has awarded more than £80 million in grants to over 27,000 community projects since 2015.

Tesco: Bags of Help & Community Food Connection

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