The Drum Awards Festival - Official Deadline

-d -h -min -sec


By John Glenday, Reporter

March 27, 2023 | 3 min read

Tesco has secreted away a cunningly hidden egg within a revamped logo as it positions itself as the grocer of choice for the busy Easter period.

The supermarket chain has temporarily nestled a cracked egg within the ’o’ of Tesco across 19 mystery stores as well as delivery vans and marketing communications.

Eagle-eyed shoppers who spy the hidden eggs could be in for a chance to win £1,000 to spend at Tesco by sharing an image of the hidden egg on social media with the hashtag #CrackingEaster.

Christine Turner, creative director at BBH, said: “This year’s campaign is particularly exciting. Tesco still offers all the delicious trimmings that make Easter great, but this year, there’s even more. The Easter egg that is an Easter egg. Hidden rewards for anyone to find. Gamifying Easter in a way that’s accessible to everyone.”

Tesco jumped at the chance of getting into the Easter spirit after internal research found that 43% of consumers were trying to cut back on their food bills, prompting it to try harder for your custom, on the heels of confectionary brands such as Milka and Cadbury.

Marking the first occasion at which the chain has updated its logo specifically for Easter the fun diversion comes with a £100,000 prize pot and every winner will receive two £500 vouchers with the option to some or all of these to a charity of their choice.


Client: Tesco

Chief customer officer: Alessandra Bellini

Chief brand proposition and marketing comms director: Emma Botton

Group marketing communications director: Murray Bisschop

Head of seasonal campaigns: Alicia Southgate

Head of social content, consumer media & PR: Daniel Porter

Campaign manager: Maria Elbourne, Megan Middleton, Neil Fynn, Ollie Hastings

Campaign asssistant: Suzannah Kirton, Toni Hamilton, Murren Richards, Alan Turk

Creative agency: Bartle Bogle Hegarty London

Lead creative team: Alex King and Ray Chan, Sam Caren and Aubrey O’Connell

Creative director: Christine Turner

Social creative: Gabs Old

Creative producer: Amy Grady, Kevin McCloat, Toni Polain, Leon Crisp

Film producer: Kreepa Naisbitt, Diane Chan

Assistant producer: Rebecca Ellis

Designer: Emma Buckley

Global chief creative officer: Alex Grieve

Strategy lead: Saskia Jones

Strategy director: Hannah Slapper

Strategist: Sam Guinivan, Harriet Bradley

Business lead: Tori Meadows

Account director: Sammy Mendel, Phil Mattinson

Social account director: Luke Abbott

Account manager: Korede Amosun, Ashleigh Jacobs

Music supervisor: Hywel Evans and Daniel Olaifa

Media agency: Mediacom

Edit house: Black Sheep Studios, Tag Collective Arts

Artwork: Wellcom, Tag Collective Arts

Post house: Tag Collective Arts

Sound: Tag Collective Arts

Brand Strategy Easter Tesco

More from Brand Strategy

View all